As a student and teacher of culture, I would be remiss if I didn’t call out the segment of our population that, let’s face it, is addicted to reality TV. I have no problems admitting my weakness for “The Biggest Loser,” “Top Chef” and dare I say, “John & Kate Plus 8.” I admit this because I know I’m not alone. As witnessed by the overabundance of reality-TV programming, the reality-TV culture is taking over, and I must admit, I’m hooked.
My addiction started in 1992 with MTV’s “The Real World.” Who could pass up a show where people who didn’t know each other were forced to live together, with the underlying premise of “where people stop being polite and start getting real”? I bought into all the drama that ensued and was transfixed with the diverse subject matter — mainly racial and social prejudices — and the awesome homes and cities where this series took place. As I was growing up in tame suburbia, this was my portal out of the mainstream. This is where I saw firsthand someone living with HIV, and where I formed my first impressions of Manhattan and San Francisco, cities I sought out and later lived in. Yes, “The Real World” was more than just a show; it was a dose of culture that influenced, to some degree, who I am today.
Almost 20 years later, the genre is still alive and kicking. In fact, this formula has spawned different categories of “realitydom.” There’s the competitive category, where people are asked to complete tasks under the most extraordinary and extreme situations for money and fame — see “Survivor” and “Amazing Race.” There’s the professional category, where experts in their profession compete among themselves to claim the top position — see “Top Chef” and “Project Runway.” There’s the makeover category, where people who lack certain things, ranging from a job to style, are made over by an expert(s) in said areas — see “Extreme Makeover” and “What Not to Wear.” And there’s more. Check out this article for the full rundown.
So what does this mean for Americans? As a country, are we starting to move from the prefabricated narratives we grew up with to more-reality-based storylines? Will programs actually have to be real to catch our attention? It’s hard to say, but the reality is, this genre isn’t going away.
I can speak for myself — when presented with real stories, whether it’s programming or even commercials, I’m more prone to listen and engage. As marketers and advertisers, we have a huge opportunity to capitalize on this trend, as reality-based messaging can do more than just tell us about a brand. It can actually ignite a feeling of happiness, as Coke did, or help change a negative perception, as Dominos did, quite dramatically and even effectively.
It allows viewers to watch the story/message unfold before their very eyes so they, too, can experience the joy, the sadness, the feeling of “I told you so”’ as it’s happening. Even the prefabricated stories filmed to appear as if it’s happening in real time, like the most recent AXE Hair Gel commercial, provide another sense of entertainment. It’s as if they’re actually there, as if this is happening to them and they are a part of it. In some way this voyeuristic approach allows the consumer to experience the brand and emotionally connect with little effort.
Could taking a reality approach to advertising be the next wave for the industry? I have feeling we’re on our way. And if it sticks, advertising is about to get more fun.
