Don't Make My Entertainment Political! Social Media Responses to Narratives of Racial Duty on Competitive Reality Television Series

To what extent should scholars view competitive reality television series as a politically relevant medium for transmitting messages about race, racial identity, and politics in the United States? Cultivation theory argues that the depiction of social issues and groups on television influences how individuals perceive the world around them. Drawing on this theory, I argue that the increasingly diverse casts of American competitive reality series are a heretofore underexplored site for studying the transmission of narratives related to race and racial justice to ostensibly unsuspecting American television audiences. In this article, I analyze viewers' reactions to Black contestants discussing their feelings of racialized social obligations when playing the game - what I refer to as narratives of racial duty. Employing a sentiment analysis as well as an inductive thematic content analysis of tweets reacting to four episodes from the 41(st) season of Survivor, I found that audience members overwhelmingly reacted negatively to embedding narratives of racial duty into the series. Specifically, they described the season as too political - the worst in the show's history - and even vowed to stop watching. These findings suggest that broadcasting exemplars who challenge prevailing narratives of racial progress may stoke feelings of racial backlash that could ultimately prompt individuals to tune out of these entertainment programs at best, and stoke racial discord at worst. Thus, I conclude that bringing race to the center of communication research offers scholars in both traditions a new vantage point for studying trends in American racial attitudes.