RATIONAL INSANITY
Why do soap operas sell?
With my background in social marketing, I have been recently observing the elements of local soap operas that make them sellable to the viewing public. From my observations I have noticed a few reasons why these mini-movies are a very potent source of entertainment for most of us, not withstanding, a very useful means by which new (but lame) talent is exposed to the public and promoted. Anyway, before I go into the technicalities, here are the ten reasons I personally believe to be the reasons for the sellability of soap operas:
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Many people have nothing better to do; because of the tendency of most Filipinos towards indolence, soap operas become an easy motive for a leaning towards laziness. Watching a soap opera is better than doing nothing; is what most Filipinos would use as an excuse.
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Soap operas capitalize on the melodrama that Filipinos are known to live in and love. The fairy tale ending, the viscous plot, and the 'love-to-hate' villain are all elements that Filipinos look for in the preferred form of entertainment. A soap opera, having all of these elements intact, is able to capture the attention of the inherent tendency of Filipinos to sympathize not only with the main character of the show, but with the plot itself, totally identifying with the soap opera.
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Soap operas do not require an advanced intellectual capacity to appreciate and understand. Most soap operas are created with the Class B, C, and D Filipino in mind. With the entire population of the country mostly in these social brackets, soap operas are sure to instantly capture an audience.
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It is a cheap and very affordable form of entertainment. What other form of entertainment is free nowadays? With many Filipinos below the poverty line, the fifty to one hundred peso movie theater ticket is not a very attractive alternative.
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Soap operas are a basis for the propagation of the Filipino custom of 'tsismis' or gossiping. Even without soap operas, Filipinos love to gossip. With soap operas around, there is something more to talk about especially with like-minded people.
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The issues in soap operas are bloated versions of actual issues in the Filipino society. The Filipino can be blind to social issues at times. Soap operas make social issues very easy to recognize with little or no critical thinking. In short, soap operas do not require advanced analytical thought - something that most Filipinos veer away from.
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Soap operas bank on the impressionability of the Filipino public to personality idolization. The profusion of popular actors and actresses in soap operas are a come-on for most Filipinos. Pinoy producers nowadays do not cast their soap operas based on the suitability of the actors and actresses to the story line; rather, it is more a concern for them to cast someone who is already widely and publicly recognized.
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Some soap operas masquerade as legitimate sources of moral advice and counseling; because of the absence of a legitimate source of moral advice and counseling, and with the church constantly under attack, Filipinos turn to other alternative sources of moral counseling.
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Soap operas utilize the 'tingi-tingi' mentality of Filipinos to ensure sustainability and hence continued patronage. Filipinos like their stuff in small servings, for instance, shampoo and toothpaste. This is mostly because of the economic condition. This mentality is carried over to the form of entertainment Filipinos opt for -- entertainment that comes in small dosages and installments.
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Soap operas most usually feature the underdog who is the perfect archetype of the Filipino tendency towards apathy and self-pity. Again, this element is an assurance that the Filipino viewer will most easily identify him/herself with the soap opera's main character who is more often than not, an exaggerated underdog.
There you go, a serving of critical thought for those who hate critical thought!
Be rational; be insane...every once in a while! TTFN!
I love you all! Byers!!