Reception analysis: a qualitative investigation of the parasocial and social dimensions of soap opera viewing

Abstract

SUMMARY This article investigates the possibility of viewers making imaginary friends with soap characters and the pleasure they (viewers) derive from this friendship. A basic assumption of this study is that by investigating the parasocial and social dimensions of soap opera viewing, an explanation may be found of why and how viewers make imaginary friends. This qualitative audience analysis is situated within the broad theoretical and methodological framework of reception analysis where the emphasis is on the negotiation between texts and readers situated within specific socio-cultural and historical contexts. To determine the social and parasocial dimensions of soap opera viewing, the focus group method was used to gather data for this investigation. The results of the focus group interviews indicate that viewers develop a parasocial relationship with soap characters whom they regard as their friends, friends they can talk to and share in their daily joy and hardships. It is this daily encounter with soap characters that feeds the imaginary relationship between viewers and characters. Parasocial interaction spills over to social interaction when viewers discuss soaps with family members and colleagues. Discussions between colleagues also lead to the development of a soap opera culture in the workplace. An important finding of this study is the role of play in the appropriation of messages. From the results it can be deduced that although viewers get emotionally involved with characters and their problems, it is a playful, light-hearted interaction where viewers can distance themselves from the events and characters on the screen, because they commute between involvement and distancing while watching television soaps.

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