The Fresh Prince of Bel-Air, Channel Fragmentation, and the Recognition of Difference
The Fresh Prince of Bel-Air, Channel Fragmentation, and the Recognition of Difference
This chapter explores the international viability of African American youth television in the late nineties and early twenty-first century, when audiences across Europe and Latin America continued to fragment due to increased competition from commercial broadcasters and cable channels. Many channels turned to imported US sitcoms as a cheap way to lure viewers, including The Fresh Prince of Bel-Air. During this period, black youth culture became a lingua franca of revolt, sexuality, and coolness among adolescents around the world. The series' runaway popularity led global television merchants to revise their explanations about what kinds of African American television programs travel well. The chapter shows how the idea that youth-oriented shows with African American pop stars and hip-hop cultural references are globally appealing remains prevalent in industry lore.
Keywords: The Fresh Prince of Bel-Air, African American youth TV, channel fragmentation, US sitcoms, African American pop stars, industry lore
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