2013 Choice Outstanding Academic Title
Television scholarship has substantially ignored programming aimed at Black audiences despite a few sweeping histories and critiques. In this volume, the first of its kind, contributors examine the televisual diversity, complexity, and cultural imperatives manifest in programming directed at a Black and marginalized audience.
Watching While Black considers its subject from an entirely new angle in an attempt to understand the lives, motivations, distinctions, kindred lines, and individuality of various Black groups and suggest what television might be like if such diversity permeated beyond specialized enclaves. It looks at the macro structures of ownership, producing, casting, and advertising that all inform production, and then delves into television programming crafted to appeal to black audiences—historic and contemporary, domestic and worldwide.
Chapters rethink such historically significant programs as Roots and Black Journal, such seemingly innocuous programs as Fat Albert and bro’Town, and such contemporary and culturally complicated programs as Noah’s Arc, Treme, and The Boondocks. The book makes a case for the centrality of these programs while always recognizing the racial dynamics that continue to shape Black representation on the small screen. Painting a decidedly introspective portrait across forty years of Black television, Watching While Black sheds much-needed light on under-examined demographics, broadens common audience considerations, and gives deference to the the preferences of audiences and producers of Black-targeted programming.
The 1970s was a golden age for representations of African American life on TV sitcoms: Sanford & Son, Good Times, The Jeffersons. Surprisingly, nearly all the decade’s notable Black sitcoms were made by a single company, Tandem Productions. Founded by two white men, the successful team behind All in the Family, writer Norman Lear and director Bud Yorkin, Tandem gave unprecedented opportunities to Black actors, writers, and producers to break into the television industry. However, these Black auteurs also struggled to get the economic privileges and creative autonomy regularly granted to their white counterparts.
Scratchin’ and Survivin’ discovers surprising parallels between the behind-the-scenes drama at Tandem and the plotlines that aired on their sitcoms, as both real and fictional African Americans devised various strategies for getting their fair share out of systems prone to exploiting their labor. The media scholar Adrien Sebro describes these tactics as a form of “hustle economics,” and he pays special attention to the ways that Black women—including actresses like LaWanda Page, Isabel Sanford, and Esther Rolle—had to hustle for recognition. Exploring Tandem’s complex legacy, including its hit racially mixed sitcom Diff’rent Strokes, he showcases the Black talent whose creative agency and labor resilience helped to transform the television industry.
During the 1990s, Classen conducted extensive interviews with more than two dozen African Americans living in Jackson, several of whom, decades earlier, had fought to integrate television programming. He draws on these interviews not only to illuminate their perceptions—of the civil rights movement, what they accomplished, and the present as compared with the past—but also to reveal the inadequate representation of their viewpoints in the legal proceedings surrounding wlbt’s licensing. The story told in Watching Jim Crow has significant implications today, not least because the Telecommunications Act of 1996 effectively undid many of the hard-won reforms achieved by activists—including those whose stories Classen relates here.
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