Soap opera viewing in a communal context

Abstract

This paper presents some of the findings of an ethnographic audience study of the soapopera viewing patterns and interpretations of Zulu-speaking students living in residencesat a South African university (Natal University’s Durban campus) who watch The Boldand the Beautiful (an American soap opera) and Generations (a South African soapopera). Although the research undertaken covered various aspects of the soap operaviewing experience and the consumption of an international vs a local soap opera, thispaper will focus specifically on the nature of the viewing process and the ways in whichthe respondents relate to both soap operas, and it touches briefly on how the viewingpatterns of the students and their motivations for watching compare with audiencestudies conducted elsewhere in the world.