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Constructing the Older Audience

Constructing the Older Audience

Age and Aging in Soaps

Chapter:
(p.300) Constructing the Older Audience
Source:
The Survival of Soap Opera
Author(s):
C. Lee HarringtonDenise Brothers
Publisher:
University Press of Mississippi
DOI:10.14325/mississippi/9781604737165.003.0035

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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