Vulnerable women on screen and at home: Soap opera consumption

Title: Vulnerable women on screen and at home: Soap opera consumption

Year: 2005

Journal / Publication: Journal of Macromarketing

Volume: 25

Issue: 2

Pages: 222 – 225

Authors:

Stern, Barbara B.

Russell, Cristel Antonia

Russell, Dale W.

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 and 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 encourage awareness of the industry’s role in shaping consumers’ attitudes and behavior.

Link: http://jmk.sagepub.com/content/25/2/222.abstract

Keywords:

Soap Opera

Television

Vulnerability

Product Placement

Women