Desperate Citizens and Good Samaritans

Abstract

This article considers the emergence of makeover reality TV, including Extreme Makeover: Home Edition (EMHE), within the cultural and political economic context of neoliberalism, which advocates corporate benevolence, individual volunteerism, and personal responsibility as principle means for solving serious social issues. Four contexts include (a) the integration of corporate philanthropy and product marketing since the 1980s; (b) the proliferation of goodwill reality TV in a post-9/11 reality television economy; (c) home improvement reality TV's connections to the housing boom, shifting domestic gender roles, and the neoliberal ideals of an “ownership society”; and (d) EMHE's representational engagement with neoliberal frameworks for addressing social inequalities with particular attention to race and the Katrina disaster. The article concludes with thoughts on how noncommercial reality TV might broaden the frameworks for addressing social problems beyond commercial TV's neoliberalism.