Married to the Cape: Adam West, Batman and Signature Roles on the Small Screen

Influential theoretical paradigms posit that television is unlike cinema because it creates personalities rather than stars. Conversely, Deborah Jermyn challenges prior theories through analysis of Sarah Jessica Parker’s image, suggesting that it may be time to revisit the notion that true stardom needs to be associated with a range of different roles. However, though this is pertinent to contemporary figures, it is also relevant to those who came earlier. In particular, American television stars of the 1960s and 1970s were likely to be defined by their connection to a flagship part, due to a variety of factors that helped cement such associations.By theorising star status for someone linked with a single role, a distinct form of televisual fame comes into focus. To argue this, this article proposes a new category of stardom, described by the term ‘signature role TV star’. It evaluates Adam West, best known for his leading role on Batman (ABC, 1966-1968), as an archetypal example. Despite its initial popularity, Batman was cancelled after three seasons and West was unable to develop a lasting career as a mainstream leading man, meaning that his signature role remained the defining aspect of his stardom. Nevertheless, his image acquired productive new inflections over time, especially once his screen persona amplified the ludicrousness he displayed as Batman. Therefore, West embodies not just the ambivalences of being associated with a signature TV role, but also the advantages.