Contradictions and Tensions Between Old and New: An Audience Perception of Indigenous Culture Representation in Soap Opera

Abstract

There is a perception that soap operas are progressively infusing dominant social values and ideas while constructing and positioning indigenous cultures as peripheral and inconsistent with modernity. This article aims at ascertaining audience perceptions of and attitudes toward the construction and representation of indigenous cultures in Generations: The Legacy within the framework of indigeneity and audience reception theories. Using quantitative methodology, 350 questionnaires were distributed to a randomly selected sample. Findings showed the majority of the audience felt the soap represents indigenous cultures as the ‘insignificant other’ and perpetuates stereotypes about traditional indigenous groups. This process creates cultural tensions.