Vulnerable Women on Screen and at Home: Soap Opera Consumption

Journal of Macromarketing, 25 (2), 222-225, 2005

4 Pages Posted: 18 Nov 2015

See all articles by Barbara Stern

Barbara Stern

Rutgers, The State University of New Jersey - New Brunswick/Piscataway

Cristel Russell

American University - Kogod School of Business

Dale Russell

Pacific Institute for Research and Evaluation (PIRE)

Date Written: 2005

Abstract

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.

Suggested Citation

Stern, Barbara and Russell, Cristel and Russell, Dale, Vulnerable Women on Screen and at Home: Soap Opera Consumption (2005). Journal of Macromarketing, 25 (2), 222-225, 2005. Available at SSRN: https://ssrn.com/abstract=2691697

Barbara Stern

Rutgers, The State University of New Jersey - New Brunswick/Piscataway

94 Rockafeller Road
New Brunswick, NJ 08901
United States

Cristel Russell (Contact Author)

American University - Kogod School of Business ( email )

4400 Massachusetts Avenue NW
Washington, DC 20816-8044
United States

Dale Russell

Pacific Institute for Research and Evaluation (PIRE) ( email )

11720 Beltsville Drive, Suite 900
Calverton, MD 20705
United States

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