NBC's "Behavior Placement" Strategy
Socially Responsible Programming or 'Big Brother' Brainwashing?
Although it may wish to be known as the "green" or environmentally friendly network, it is possible the only green that interests NBC is that of advertising dollars, since NBC aggressively pitches its socially conscious shows to advertisers who want to be associated with "feel good" programming.
Reporter Amy Chozick wrote about this latest television trend called "behavior placement" in an article in the Wall Street Journal last week, citing such examples as "30 Rock's" Tina Fey throwing a plastic bottle into the recycle bin and a character on "Law and Order: SVU" switching to energy-saving light bulbs.
Behavior placement differs from product placement in that advertisers' products are not specifically highlighted on the television show, such as when "American Idol" judges blatantly gulp their favorite beverage out of big red Coca-Cola glasses.
Some pundits argue that behavior placement is old hat on television. In her WSJ article, Chozick writes that classic comedy "Cheers" promoted the idea of using a designated driver and that 50s-themed sitcom "Happy Days" sparked teenagers to go out and get library cards after the cool motorcycle riding character Fonzie got one.
The unique new twist on behavior placement is that script writers are explicitly instructed by NBC business executives to add specific types of behaviors to scripts as a deliberate means to lure advertising dollars. As a result of this ploy, NBC has acquired such new eco-friendly and healthy lifestyle advertisers as Soy Joy, a company that makes healthier snack bars, and Seventh Generation, a Vermont company that makes "green" cleaning products.
Though behavior placement is arguably less nefarious than product placement, especially since the goals of protecting the environment and eating healthy foods are as socially friendly as helping an old woman cross the street, the actual practice comes off as artificial as the orangey "cheese" powder in a Kraft dinner. At least with the Coke glasses on American Idol, the public is aware that Fox is pimping for Coke; with the behavior placements on NBC, not so much. When Dwight from "The Office" dressed up in a cape and pretended he was a recycling superhero called Recyclops it just came off as inexplicably cheesy and over the top.
So far the other television networks have not copied NBC in providing what the PBS NewsHour Artbeat Twitter page cleverly called "Sesame Street for adults," and hopefully they will not be tempted to do so. Although it just amounts to bad entertainment for now, less innocuous brainwashing attempts could ultimately result from large corporations like General Electric, the company that owns NBC Universal, determining what behaviors are "good" or "bad" for the rest of us.
Sources:
http://online.wsj.com/article/SB10001424052702304364904575166581279549318.html?mod=WSJEUROPE_hpp_MIDDLEFourthNews#articleTabs%3Dvideo
http://twitter.com/newshourartbeat Tweet posted April 7, 2010
http://www.theatlanticwire.com/features/view/feature/NBC-Molds-Your-Mind-to-Recycle-1026/
Published by Nancy Tracy - Featured Contributor in Arts & Entertainment
Nancy Tracy is a Yahoo! Featured Contributor for arts & entertainment. She enjoys writing about a variety of topics from psychology to politics to popular culture. Her article on "Transient Global Amnesia" w... View profile
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15 Comments
Post a CommentI really don't see what's wrong with promoting good behavior!
Interesting! I had noticed this but didn't realize there was a conscious executive decision made to write in these behavioral suggestions.. I thought it was merely a sign of the times. Either way, i think it's great, as long as it is consistent with the character and the story, and doesn't stick out awkwardly. We see so much bad in the media, why not see a little good as well?
This could even result in a backlash of annoyed viewers doing the opposite of the positive behaviors. Product placement doesn't bother me and (until I read your article) I never even noticed what type of glasses the American Idol judges used.
Well...now ya got me thinkin! I never hard this term before either! Interesing for sure!
Television and product manufacturers have a long and bloody history. They also have a common goal - make lots of money. I much prefer blatant, in your face, product advertising like "This program is brought to you by ____, use it or the show gets canceled" over suggestions that buying a certain thing makes me more likable or up-to-the minute. Who said I wanted to be more likable?
I hadn't heard this term, behavior placement" but it's a sharp catch by you. Good article and points!
Hey, I kinda liked Recyclops!
Good job...does anybody actually watch NBC anyway?
Hypocrisy is truly annoying and you are calling it out. And yet, I cannot complain overmuch if they are handing on health and environmental tips...
Ugh, recyclops, neat discussion but we're likely to see more rather than less I would guess :)