Social TV: Multiscreen Content and Ephemeral Culture

The Comedy Central Roast of Trump in 2011 was the first major live broadcast to encourage real-time reactions on Twitter using a hashtag, generating over 25,000 tweets and making it the most-watched Roast in Comedy Central history. However, author Cory Barker argues in his book "Social TV: Multiscreen Content and Ephemeral Culture" that the US television industry failed to deliver on its promise of a social media revolution in the 2010s. Despite the talk of disruption, the movement merely aimed to exploit social media to reinforce the value of live TV in the modern attention economy. Barker's book traces the rise and fall of Social TV through press coverage, corporate documents, and digital ephemera, revealing a persistent focus on community that aimed to monetize consumer behavior in a transitional industry period. The legacy of Social TV is the further embedding of media and promotional material onto every screen and into every moment of life.

Format: Paperback / softback
Length: 256 pages
Publication date: 27 June 2022
Publisher: University Press of Mississippi

On March 15, 2011, Donald Trump revolutionized television history with the Comedy Central Roast of Trump. This groundbreaking event marked the first major live broadcast to incorporate a hashtag in the corner of the screen, encouraging real-time reactions on Twitter. The result was a staggering 25,000 tweets, making it the most-watched Roast in Comedy Central's history. The #trumproast initiative epitomized the media and tech industries' utopian vision for a multiscreen and communal live TV experience.

In his book, Social TV: Multiscreen Content and Ephemeral Culture, author Cory Barker delves into the rise and fall of Social TV in the 2010s. He explores the movement's attempts to leverage social media to counter the threat of on-demand streaming video. Through a comprehensive analysis of press coverage, corporate documents, and digital ephemera, Barker demonstrates that Social TV was primarily aimed at reinforcing the value of live TV in the modern attention economy rather than revolutionizing the industry.

Case studies from broadcast networks to tech start-ups reveal a persistent focus on community-building, with an emphasis on monetizing consumer behavior during a transitional period. Barker draws upon his personal experiences with Social TV and curated archives of material that were marginalized during industry pivots to trace these unfulfilled promises and failed ideas. By placing this forgotten material in the context of recent historical events, Social TV sheds light on how the era altered the industry's approach to audience engagement.

One significant change brought about by Social TV was the shift away from a focus on live TV and towards all-day content streams. Multiscreen campaigns have become the norm, with media and promotional material being embedded onto every screen and into every moment of life. The legacy of Social TV is the further integration of media and advertising into our daily lives, shaping the way we consume and interact with content.

In conclusion, the Comedy Central Roast of Trump and the subsequent rise and fall of Social TV marked a significant moment in television history. While the movement aimed to exploit social media to reinforce the value of live TV, it ultimately failed to deliver on its promises of a social media revolution. However, its impact on audience engagement and the shift towards all-day content streams has had a lasting effect on the industry. The legacy of Social TV is the continued embedding of media and promotional material onto every screen and into every moment of life.

Weight: 418g
Dimension: 152 x 227 x 20 (mm)
ISBN-13: 9781496840936