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Constructing the Older Audience

Constructing the Older Audience

Age and Aging in Soaps

(p.300) Constructing the Older Audience
The Survival of Soap Opera
C. Lee HarringtonDenise Brothers
University Press of Mississippi

This chapter examines age and aging in the soaps, drawing on interview/survey data with long-term viewers, veteran soap actors, and other industry experts. It looks at an aging U.S. audience base and the subsequent rise in purchasing power among elders. The chapter argues that soap operas should be focusing on narratives—and advertising—that target this underserved market.

Keywords:   soap operas, daytime television, aging audience, elders

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