While the era of the soap operas may be coming to a close in the United States, in many Arabic countries soaps are becoming more and more popular. This increase has come from the unusual mix of American melodrama characteristics (love, family turmoil, deceit, etc.) with cultural values that audiences can identify with.
Surprisingly, soap operas have a history of influencing impoverished communities for the better. In South Africa, a soap opera addressed safe sex and it was found that the viewers of the soap were four times more likely to use condoms than non-viewers. In Mexico City, a soap opera aired that discussed the issue of child literacy. This caused enrollment in literacy programs to skyrocket throughout the entire city. Even in Colorado, many low-income families increased their child’s health insurance after viewing a soap opera discussing child health problems.
One of the ways in which soap operas can aid in the fight against poverty is through awareness. With such a large audience, a soap opera could be an incredible tool used for spreading awareness about social, health, and economic issues facing impoverished communities. In this way, altering the content of a soap opera to contain relevant content for viewers would only increase ratings.
Although the effectiveness of soap operas being used as an educational tool isn’t full-proof, the idea of altering soap operas, at least slightly, to educate impoverished communities on governmental and social issues seems like an effective strategy to raise awareness about social issues, injustices, and aid in the struggle against poverty.
– Pete Grapentien
Source: Al Jazeera