Home and Garden Television, better known as HGTV, has forged a reputation as a television ratings giant in the past couple of years, more than two decades after the channel launched in 1994. Late last year, Kate Wagner noted the timeliness of the channel’s launch, given its niche — real estate as reality television programming: it surfaced amid the Clinton administration’s push for “huge mortgage reforms in order to stimulate growth in the home-building sector and provide more housing for lower-income Americans.” As home sales spiked, HGTV offered a glimpse into “the national home-buying and home-selling fervor,” Wagner wrote.
And interest in the channel’s offerings has not waned. Last year, an academic design journal devoted an entire issue to “Learning from HGTV.” An academic paper in American Quarterly in 2012 noted that HGTV briefly “became the object of public scorn” in the wake of the collapse of the housing market, as Americans found the programming “complicit” for its tendency to depict homes as “investments.” But it survived, and even thrived, as the players in its shows land celebrity magazine cover after cover.
Brooks Barnes, in his monthly “Scene Stealers” column for the New York Times Style section this weekend, noted that Tarek and Christina El Moussa, the couple in one of its hit shows, Flip or Flop, were featured on the cover of In Touch Weekly at least 14 times, with more than 90 articles on them.
“Puzzled, I asked a few Hollywood publicists if they could explain why the celebrity news media cared so much about the El Moussas. The head of publicity for one big studio responded, ‘Is that a fragrance?’” Barnes wrote.
Barnes sees the El Moussas as “fascinating — not as newsmakers, but as a window into the evolving celebrity news business.” A former US Weekly and Hollywood Reporter editor tells him the evolution is due to “the effects of a culturally divided America.”
Barnes explains President Donald Trump is divisive; tabloid magazines catch heat for putting him or his relations on their covers. The Kardashians’ ratings “have plummeted,” and “most movie stars have little tabloid tread left on them,” he adds, noting that Jennifer Aniston is still not pregnant. Plus, there’s the hunger for clicks in our age of digital news: “If there is no news, just glom onto something tiny. In Touch recently did an entire article about a basic Instagram post by Mr. El Moussa. (See it here!’),” Barnes wrote.
Over on The Ringer, Amanda Dobbins wrote late last year, in a piece titled “The End of Celebrity As We Know It,” that more than three million people regularly watch Flip or Flop, “which is more than the number of people who saw Will Smith’s most recent movie or bought Lady Gaga’s album.” She interviewed Lindsey Weber of the podcast Who Weekly, which regular discusses HGTV stars: “Anyone can do anything on the internet now. So now we have all these people that just exist because we have a democratic platform where anyone can do something that makes them notable,” Weber told her. Dobbins concluded, “If you are looking for a career change right now, you could do worse than midlevel celebrity; the market has never been more open.”
But is the rise of HGTV celebrities a window into, or a reprieve from, a “culturally divided America”? Read more…