"All Hits Are Flukes": Institutionalized Decision Making and the Rhetoric of Network Prime-Time Program Development

Drawing upon institutionalist theory this artcle analyzes how the introduction of new cultural objects produced for a mass audience is managed through an organized discourse. Data come form annoucements of prime-time television series in development for the 1991-92 season by the four U.S. television networks. Maximumlikelihood logit analyses support the conclusion that network programmers working in a highly institutionalized context use reputation, imitation, and genre as rhetorical strategies to rationalize and legitimize their actions. This study contributes to institutionalist theory and the sociology of culture by explaining the content and consequences of business discourse in a culture industry.