Since a child, I have watched The Simpsons with my family, setting a precedent for many long-running family jokes and gifts. But after starting my degree, I now dwell on the meaning of and reason behind The Simpsons and its popularity. America’s prominence in the global flow theory places the US at the “centre of cultural imperialism discussions”(Bjork, J. 2003). Consequently, it is pertinent to discuss how this notion and many others have contributed to America’s longest-running sitcom’s reputation.
The theory of cultural proximity is a large reason as to why The Simpsons is universally popular. The cultural proximity theory is the “notion that people will gravitate towards media from their own culture”(Webster, J. Kslazek, T). Matt Groening, creator of The Simpsons, had the intention to criticise American values and lifestyle. Many Americanised countries such as Canada and Britain “found the criticism The Simpsons made could also apply to them and their own countries.”(N.a. 2015) Consequently, the Americanisation of other cultures has allowed for large reception and relatability to The Simpsons thus increasing its global popularity. Additionally, The Simpsons show a large range of characters and cultures, with their immutability and stereotypes allowing for a larger target audience. Many episodes are based on Apu and his culture, Skinner’s military background, or even episodes set in Australia and Britain. This range of cultures, settings and stereotypes has allowed for unlimited responses to The Simpsons because of cultural proximity and subsequently has allowed for The Simpsons popularity to skyrocket.
Contextualisation and Fox's international broadcasting can also justify The Simpsons’ popularity. By contextualising The Simpsons in large, real-life events such as 911 or the ebola outbrek, Groening establishes “a common language with its audience and uses them as a springboard from which to say something about the era or issue under discussion”(Sommerland, J. 2018).
Additionally, Fox’s international broadcasting of The Simpsons has allowed it to appeal to a diverse audience, affecting more than 70 countries. Stemming from this, Jonathan Gray has argued that the contextualisation of The Simpsons in real events and “Fox’s economic power to market the show globally”(N.a. 2015) has largely contributed to the show’s popularity”.
Rather than its reputation rising because it was familiar and relatable, The Simpsons also attracted differing active audiences. Stuart Hall’s Theory of Representation explores how viewing is an active practice. The Dallas Studies stress that the role of audiences in the “global flow of media products (is) generally seen as essential”(Bjork, J. 2003). In place of relating to the criticisms Groening is presenting, viewers in other countries “bring their personal experience and cultural background to the viewing experience and therefore receive it differently than American viewers do”(Bjork, J. 2003). As a result of active foreign audiences, the Simpsons’ popularity has sky rocketed.
The Simpsons is a genius television show, not only for its criticism of America but also for its massive international audience. While people relate to the American values, others criticise them or even relate The Simpsons to their cultural background. Therefore, globalisation and the theory of global flow has led to The Simpsons’ success, allowing massive audiences to respond to it.
