CFP: SCMS 2014 -- Television Networks and Brand Identity

full name / name of organization: 
Cory Barker, Indiana University
contact email: 

Call for Proposals
Society for Cinema and Media Studies (SCMS)
March 19-23, 2014 in Seattle

Television Networks and Brand Identity

From FX's recent creation of the spin-off channel FXX, to G4's shift to The Esquire Network, to the more minor rebrands for AMC and the Style Network, brand identity is seemingly more integral than ever in the television industry. Yet, brand identity as a concept carries numerous meanings—Is it an advertising campaign, an internal programming strategy, a critical perception, or some combination of all three?—and is still underrepresented in contemporary television and media studies scholarship. This panel seeks to highlight the importance of branding in today's television landscape, the diverse ways in which networks define themselves through branding, and the multitude of approaches scholars can take in their analysis of brands.

Paper topics may include but are not limited to:
--Case studies of contemporary network brand campaigns, including aesthetic examination of particular advertisements and TV spots
--Considerations of how networks attempt to appeal to different minority groups and audience segments
--Investigations into how individual series create, alter, or reflect pillars of a network's broader brand identity
--Contextual and discourse analysis of the impact of critical or fan reception on the development of a network brand identity
--Comparative analysis between a network/channel's shifts in brand identity over time, or how separate network brands fit within a larger media conglomerate
--Historical work on older, previous conceptualizations of network identity

Please submit an abstract of 250-300 words and a brief bio to Amanda Keeler ( and Cory Barker ( by August 1. Decisions will be sent out by August 15.