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The Survival of Soap OperaTransformations for a New Media Era$
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Sam Ford, Abigail De Kosnik, and C. Lee Harrington

Print publication date: 2010

Print ISBN-13: 9781604737165

Published to University Press of Mississippi: March 2014

DOI: 10.14325/mississippi/9781604737165.001.0001

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PRINTED FROM Mississippi SCHOLARSHIP ONLINE (www.mississippi.universitypressscholarship.com). (c) Copyright University Press of Mississippi, 2021. All Rights Reserved. An individual user may print out a PDF of a single chapter of a monograph in MSSO for personal use.date: 01 March 2021

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 Harrington

Denise 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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