Joanne Hollows
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Soap operas and their audiences
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Just as romances and their readers have been treated as objects of derision and contempt, so soap operas and their viewers have had a hostile response from cultural critics. Indeed, even the pioneers of cultural studies, such as Raymond Williams, who wished to treat popular culture as worthy of serious analysis, found it easy to dismiss soap opera. The turn to soap operas by feminist critics can be situated within a wider debate about femininity and 'feminine genres' within feminist television criticism. For Brunsdon and Geraghty, soaps have a particular appeal to women because of their concentration on the spheres and skills traditionally aligned with femininity. The study of soaps has not only analysed how texts with 'feminine' characteristics might offer something to women within a patriarchal society, but also the ways in which female audiences make use of these texts to cope with the experience of living under patriarchy.

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