GE ownership shaped 30 Rock’s diegetic world through NBC cross-promotion

Evidence

But the real synergy lies in the constant inclusion of other NBC texts and platforms. Liz’s ex-boyfriend is seen on Dateline NBC: To Catch a Predator. Jenna confuses Osama bin Laden and then senator Barack Obama on MSNBC’s Hardball with Chris Matthews. Tracy tries to stab Conan O’Brien on Late Night. Jack has an alter-ego named Generalissimo on a Mexican soap opera airing on Telemundo, the world’s second largest Spanish-language network, which Jack is trying to acquire (as the real GE did in 2002). The Today Show and NBC Nightly News also make frequent appearances, as does Brian Williams. — Andrew deWaard, Derivative Media, 387

Categorization

• XREF: Directly serves the reader’s core project: ownership structure (GE’s NBCUniversal) leaves fingerprints on the text’s formal content (cross-network cameos).