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The Way We Were

The Way We Were

The Institutional Logics of Professionals and Fans in the Soap Opera Industry

(p.58) The Way We Were
The Survival of Soap Opera
Melissa C. Scardaville
University Press of Mississippi

This chapter examines fan and industry perceptions about the decline in quality of soap opera narratives. Both fans and industry professionals agree that soaps used to be so much better, and that the heyday of superior storytelling and windfall profits will never be seen again in the soap opera industry. While there have long been two institutional logics—economic, where profit is paramount, and aesthetic, where quality storytelling is the goal—professionals and fans disagree over how the genre’s decline occurred.

Keywords:   soap operas, fans, daytime television industry, institutional logic

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