
Sam Ford (ed.)
et al.
Published online:
20 March 2014
Published in print:
03 November 2010
Online ISBN:
9781621037767
Print ISBN:
9781604737165
Contents
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Introduction Introduction
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Dual Membership: Soap Opera Professional and Fan Dual Membership: Soap Opera Professional and Fan
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Institutional Logics Defined Institutional Logics Defined
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Data and Methods Data and Methods
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Institutional Logics in the Soap Opera Industry Institutional Logics in the Soap Opera Industry
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Aesthetic Logics in the Soap Opera Industry Aesthetic Logics in the Soap Opera Industry
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Economic Logic: The Business of Soap Operas Economic Logic: The Business of Soap Operas
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Perceptions of Professionals in the Soap Opera Industry Perceptions of Professionals in the Soap Opera Industry
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Network Executives Network Executives
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Executive Producers and Head Writers Executive Producers and Head Writers
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Perceptions of Soap Opera Fans Perceptions of Soap Opera Fans
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Conclusion Conclusion
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Notes Notes
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Chapter
The Way We Were: The Institutional Logics of Professionals and Fans in the Soap Opera Industry
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Published:November 2010
Cite
Scardaville, Melissa C., 'The Way We Were: The Institutional Logics of Professionals and Fans in the Soap Opera Industry', in Sam Ford, Abigail De Kosnik, and C. Lee Harrington (eds), The Survival of Soap Opera: Transformations for a New Media Era (Jackson, MS , 2010; online edn, Mississippi Scholarship Online, 20 Mar. 2014), https://doi.org/10.14325/mississippi/9781604737165.003.0009, accessed 28 Apr. 2025.
Abstract
This chapter examines fan and industry perceptions about the decline in quality of soap opera narratives. Both fans and industry professionals agree that soaps used to be so much better, and that the heyday of superior storytelling and windfall profits will never be seen again in the soap opera industry. While there have long been two institutional logics—economic, where profit is paramount, and aesthetic, where quality storytelling is the goal—professionals and fans disagree over how the genre’s decline occurred.
Subject
Television
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