Vulnerable Women on Screen and at Home: Soap Opera Consumption
Journal of Macromarketing, 25 (2), 222-225, 2005
4 Pages Posted: 18 Nov 2015
Date Written: 2005
Daytime television soap operas primarily appeal to women, providing emotional release, personal gratification, companionship, and an escape from reality. This article reviews the extant literature on soap opera consumption to reveal a vulnerability system in which industry profits flow from a genre that specializes in conveying images of vulnerable women living in luxury to downscale viewers living in constrained circumstances, repeatedly exposed to unrealistic and inappropriate role models. The soap industry has recently acknowledged its audience’s vulnerability and has attempted to bring together producers, writers, and network executives to bring awareness to the industry’s role in shaping consumers’ attitudes and behavior.
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