The scene is a hospital room where Luke Dunphy, at age 14 the youngest of the Dunphy children, is being treated for an allergic reaction. His young cousin looks at the IV drop hanging by his bed and asks what it does. Without missing a beat Luke replies: ”I don’t know but thanks to Obama you’re paying for it”. This scene from an episode of the popular sitcom Modern Family, which aired the day after Barack Obama was re-elected for a second term in the White House in 2012, was greeted with cheer among conservatives. Several conservative bloggers and news outlets commented on how Modern Family ”mocked” the president’s signature health care reform, the Patient Protection and Affordable Care Act from 2010. The conservative website RedAlertPolitics expanded, writing: “even liberal Hollywood writers can’t escape the reality that is the expensive repercussions from Obamacare”. Others took to social media, within days several clips of the scene had been uploaded to YouTube and comments written on Twitter.
Commentators connected the joke to earlier reports of advertising plans in connection with the roll out of the online marketplace for the medical coverage in California. The New York Times had reported that suggestions from the Ogilvy Public Relations Worldwide agency included having prime-time television shows, explicitly naming Modern Family and Grey’s Anatomy, incorporate the health care law into their storylines. The news of the plan was initially met with skepticism among conservative news outlets, criticizing viewers being “force-fed pro-Obamacare propaganda”. Following the Modern Family episode with the comment on the health care law these same voices gleefully saw it as a backlash towards the attempted marketing campaign.