SALON

Thursday, May 24, 2012 4:00 PM UTC

“Community” botches damage control

A leaked memo reveals Sony's social-media blunder -- and its belief that the cast and fans are easily herded

By

Topics: Community, Media Criticism,

Joel McHale and Gillian Jacobs in "Community."

It’s adorable the way Old Media keeps forgetting that we live in the age of transparency. Hey, Sony Pictures Television, your metaphoric fly is undone.

You’d think that after that ranting, complaining voice mail that “Community” star Chevy Chase left showrunner Dan Harmon went viral this spring they’d have learned. Or maybe after Harmon responded to his dismissal just last Friday by spilling his guts on Tumblr. You’d think the muckety-mucks would have figured out by now that the best you can do when there’s tension in your little creative family is to be forthright and creative about it.

Note, for example, how the show’s star Joel McHale spent the spring diplomatically – and wittily — handling the talk-show circuit after Chase’s meltdown, joking that the voice mail had to be fake because “there’s no way Chevy could figure out voice mail.” See, it’s glib and funny and sounds magically off-the-cuff! Get it? The cast of “Community” — which includes the incredibly on-the-ball Danny Pudi, Alison Brie and Donald Glover – knows how to handle itself.

So here’s what you don’t do. You don’t send an email saying you “wanted to forward some messaging we hope our cast will find helpful as they navigate questions that will undoubtedly come up.” Oh God, “forward some messaging.” This won’t be good. And sure enough, in a memo obtained Wednesday by the Hollywood Reporter, the talking points sent from Sony to the cast reads like a ransom note. A poorly written one. My friend Jay at the Takeaway suggests reading it in the dean’s voice, but in my head, I can’t hear anyone but Chang.

“We’re hoping that the news will lose some steam over the next day, especially if we’re not perpetuating the topic in any way,” it reads. Then it goes on to suggest the cast just tell the press, “We’re also excited that we’ll be back on NBC’s schedule in the fall and are looking forward to working on those episodes,” “I am looking forward to starting our next 13 episodes of ‘Community,’” “We’re looking forward to working with David Guarascio & Moses Port on a new season of ‘Community.’” Also, guess what? “We’re looking forward to the stories our characters will find themselves in come Sept.” I’m not sure I even understand that last sentence, but you get the gist. Coming this fall! “Community”! REMAIN CALM AND STOP PERPETUATING THE TOPIC.

As one Hollywood Reporter commenter brilliantly opined, maybe now “the cast will all recite the entire memo, verbatim, in interviews. Like hostages reading off cue cards.” It’s just like when Avery Jessup had to do the news in North Korea! Wait, what well-regarded yet low-rated NBC sitcom are we talking about here?

This kind of thing is insulting on so many levels. Primarily, it’s a dis to the cast and team of “Community,” who this weekend managed to tweet gracefully their gratitude to Dan Harmon and his “dementedly awesome brain” without coming off like network-destroying loose cannons. And don’t even get me started on how idiotic Sony must assume the press is to send out something like this. Guys, it’s not all one big Mario Lopez-fueled parade of butt-kissing out there. Worst of all, it’s a shameless slap to fans, who expect that the people who give us a weird treasure like “Community” know how to be funny and sarcastic and sad and real when there is a major shakeup in their ranks — oh, and who also know enough about social media to know you can’t stop a dumb email from getting around. It’s not about sticking to some rote company line. It’s about cultivating the very authenticity that makes “Community” so friggin’ special, and respecting the fans who watch it. And it’s about getting that the title of the show isn’t just about a mythical college. It’s about us.

Mary Elizabeth Williams

Mary Elizabeth Williams is a staff writer for Salon and the author of "Gimme Shelter: My Three Years Searching for the American Dream." Follow her on Twitter: @embeedub. More Mary Elizabeth Williams.

You Might Also Like

More Related Stories

Featured Slide Shows

7 motorist-friendly camping sites

close X
  • Share on Twitter
  • Share on Facebook
  • Thumbnails
  • Fullscreen
  • 1 of 9

Sponsored Post

  • White River National Forest via Lower Crystal Lake, Colorado
    For those OK with the mainstream, White River Forest welcomes more than 10 million visitors a year, making it the most-visited recreation forest in the nation. But don’t hate it for being beautiful; it’s got substance, too. The forest boasts 8 wilderness areas, 2,500 miles of trail, 1,900 miles of winding service system roads, and 12 ski resorts (should your snow shredders fit the trunk space). If ice isn’t your thing: take the tire-friendly Flat Tops Trail Scenic Byway — 82 miles connecting the towns of Meeker and Yampa, half of which is unpaved for you road rebels.
    fs.usda.gov/whiteriveryou


    Image credit: Getty

  • Chattahoochee-Oconee National Forest via Noontootla Creek, Georgia
    Boasting 10 wildernesses, 430 miles of trail and 1,367 miles of trout-filled stream, this Georgia forest is hailed as a camper’s paradise. Try driving the Ridge and Valley Scenic Byway, which saw Civil War battles fought. If the tall peaks make your engine tremble, opt for the relatively flat Oconee National Forest, which offers smaller hills and an easy trail to the ghost town of Scull Shoals. Scaredy-cats can opt for John’s Mountain Overlook, which leads to twin waterfalls for the sensitive sightseer in you.
    fs.usda.gov/conf


    Image credit: flickr/chattoconeenf

  • Nordhouse Dunes Wilderness Area via Green Road, Michigan
    The only national forest in Lower Michigan, the Huron-Mainstee spans nearly 1 million acres of public land. Outside the requisite lush habitat for fish and wildlife on display, the Nordhouse Dunes Wilderness Area is among the biggest hooks for visitors: offering beach camping with shores pounded by big, cerulean surf. Splash in some rum and you just might think you were in the Caribbean.
    fs.usda.gov/hmnf


    Image credit: umich.edu

  • Canaan Mountain via Backcountry Canaan Loop Road, West Virginia
    A favorite hailed by outdoorsman and author Johnny Molloy as some of the best high-country car camping sites anywhere in the country, you don’t have to go far to get away. Travel 20 miles west of Dolly Sods (among the busiest in the East) to find the Canaan Backcountry (for more quiet and peace). Those willing to leave the car for a bit and foot it would be remiss to neglect day-hiking the White Rim Rocks, Table Rock Overlook, or the rim at Blackwater River Gorge.
    fs.usda.gov/mnf


    Image credit: Getty

  • Mt. Rogers NRA via Hurricane Creek Road, North Carolina
    Most know it as the highest country they’ll see from North Carolina to New Hampshire. What they may not know? Car campers can get the same grand experience for less hassle. Drop the 50-pound backpacks and take the highway to the high country by stopping anywhere on the twisting (hence the name) Hurricane Road for access to a 15-mile loop that boasts the best of the grassy balds. It’s the road less travelled, and the high one, at that.
    fs.usda.gov/gwj


    Image credit: wikipedia.org

  • Long Key State Park via the Overseas Highway, Florida
    Hiking can get old; sometimes you’d rather paddle. For a weekend getaway of the coastal variety and quieter version of the Florida Keys that’s no less luxe, stick your head in the sand (and ocean, if snorkeling’s your thing) at any of Long Key’s 60 sites. Canoes and kayaks are aplenty, as are the hot showers and electric power source amenities. Think of it as the getaway from the typical getaway.
    floridastateparks.org/longkey/default.cfm


    Image credit: floridastateparks.org

  • Grand Canyon National Park via Crazy Jug Point, Arizona
    You didn’t think we’d neglect one of the world’s most famous national parks, did you? Nor would we dare lead you astray with one of the busiest parts of the park. With the Colorado River still within view of this cliff-edge site, Crazy Jug is a carside camper’s refuge from the troops of tourists. Find easy access to the Bill Hall Trail less than a mile from camp, and descend to get a peek at the volcanic Mt. Trumbull. (Fear not: It’s about as active as your typical lazy Sunday in front of the tube, if not more peaceful.)
    fs.usda.gov/kaibab


    Image credit: flickr/Irish Typepad

  • As the go-to (weekend) getaway car for fiscally conscious field trips with friends, the 2013 MINI Convertible is your campground racer of choice, allowing you and up to three of your co-pilots to take in all the beauty of nature high and low. And with a fuel efficiency that won’t leave you in the latter, you won’t have to worry about being left stranded (or awkwardly asking to go halfsies on gas expenses).


    Image credit: miniusa.com

  • Recent Slide Shows

  • Share on Twitter
  • Share on Facebook
  • Thumbnails
  • Fullscreen
  • 1 of 9

Related Videos

Comments

 14 Comments

Comment Preview

Your name will appear as username ( settings | log out )

You may use these HTML tags and attributes: <a href=""> <b> <em> <strong> <i> <blockquote>

follow salon

Most Read

Popular on Reddit

links from salon.com

vote
Let's Stop Screwing Around and Impeach James Clapper: After lying to Congress about all the different ways the NSA's spying on us, Director of National Intelligence James Clapper lies about how he lied. Call the White House at 202 456-1111 and Tell Obama to Get Rid of Clapper
526 points527 points | 25 comments
vote
Let's Stop Screwing Around and Impeach James Clapper: After lying to Congress about all the different ways the NSA's spying on us, Director of National Intelligence James Clapper lies about how he lied. Call the White House at 202 456-1111 and Tell Obama to Get Rid of Clapper
429 points430 points | 32 comments
vote
Yes, there is a better search engine (1998)
98 points99 points | 29 comments
vote
Machiavelli doesn’t belong to the 1 percent | "The Prince" is oft-quoted on Wall Street, but its author was a hero of the working class who despised elites
93 points94 points | 33 comments
vote
Let's Stop Screwing Around and Impeach James Clapper: After lying to Congress about all the different ways the NSA's spying on us, Director of National Intelligence James Clapper lies about how he lied. Call the White House at 202 456-1111 and Tell Obama to Get Rid of Clapper
92 points93 points | 9 comments

From Around the Web

Presented by Scribol
listener_new_rect The Listener: "The Joker": Laughing at life's deepest sorrows