Love, Revenge, Ambition, and Scorn: A Content Analysis of the Portrayal of Women in Telenovelas and American Soap Operas

 

Alexandra Borda

Journalism, Elon University

Submitted in partial fulfillment of the requirements in an undergraduate senior capstone course in communications

Abstract

Only three American soap operas remain on U.S. broadcast television, but telenovelas – soap operas produced or primarily watched within Latin America – are the most popular non-English scripted form of television entertainment, with 6 million viewers weekly. Within these forms of serialized television, female protagonists often take center stage. Using qualitative content analysis, this research analyzed six different programs – three telenovelas and three American soap operas – that featured female protagonists over the last 20 years and were identified as some of the top serialized programs. A total of 20 female characters were identified and classified into different roles. Findings from the research show themes of love triangles, scorned ex-lovers, ambitious women, and vengeance. These findings indicate that these television characters were consistently portrayed in stereotypical roles associated with women. Additionally, this research found that the portrayal of women in telenovelas has drastically strayed away from the “stereotypical” Hispanic woman. These findings have implications for female consumers of serialized dramas and their perceptions of the changing dynamic of female representation in contemporary television.

Keywords: Telenovelas, women, soap operas, serialized drama, content analysis
Email: aborda@elon.edu

1. Introduction

In the early 1930s, soap operas emerged in the American radio industry as advertising agencies for soap, toiletry, and food industries. However, soap operas originally “took on the role of developing programs to attract a female audience” (Porto, 2001). Therefore, in the gripping world of television drama, where stories unfold with love, suspense, and complex relationships, an often overlooked yet widespread narrative takes place on screen – the portrayal of women.

The term “telenovela” is used across Latin America to characterize melodramatic serials that have reached high prominence as the most favored programs in the television industry of the region (Porto, 2001). When the 1960s hit and the popularity surrounding soap operas grew, daytime serials officially left radio and took over televisions in the majority of households across the United States (Porto, 2001). While telenovelas and American soap operas have similar features and history, they are two distinct genres. Unlike their American counterparts, telenovelas tell a limited story with a fixed endpoint, drawing in viewers with a style that is effortlessly engaging.

According to Nielsen data, as American soap operas rapidly decline with only three remaining, telenovelas are the most popular non-English scripted form of entertainment, with 6 million viewers weekly. The societal shift and decline in American soap operas have been debated, yet with the adoption of online streaming platforms, younger audiences are unfamiliar with these lengthy and intricate storylines.

In the United States, the allure of forbidden romance, evil twins, and long-lost children persists. However, as the audience sits back and waits to watch the drama unfold in next week’s episode, the portrayal of women in telenovelas and American soap operas goes beyond the characters. These televised narratives serve as a glimpse into the changing dynamics of female representation on screen. Not only do soaps mirror cultural attitudes, but they have the power to mold beliefs and influence societal norms.

This study will look at the portrayal of women in telenovelas and American soap operas. It will analyze how women are depicted in these genres and whether they perpetuate harmful tropes or fight against the conventional narrative seen throughout history. Furthermore, this study will analyze the content of six programs – three telenovelas and three American soap operas – to gain cross-cultural insight into societal changes toward gender equality and how these perceptions may change over time.

II. Literature Review

Millions of viewers tune in weekly to watch telenovelas or American soap operas. Research has been conducted on the impact of each respective genre, and how they have contributed to negative stereotypes and distorted portrayals of characters (Zubernis, 2023). This literature review will focus on how framing of negative portrayals can affect viewers, the history behind soap operas, overarching themes seen in telenovelas and American soap operas, and where these serialized dramas are today.

History of Soap Operas

Soap operas are defined as, “daytime serials with a dramatic content aimed primarily at a female audience” (Porto, 2001). In the early 1930s, the U.S. radio industry coined the term “soap opera” when soap and toiletries were advertised toward female viewers. When the daytime serials began to leave radio in the 1960s, advertisers transitioned to television to continue producing soap operas. By this point, key elements present in soap operas focused on issues of love, family, intimate relationships, and domestic concerns (Porto, 2001). Soon, soap operas, largely created for women, were attracting millions of viewers and generating network revenue. By 1970, the three largest networks (NBC, ABC, and CBS) were airing 18 daytime serials televised five days a week.

Telenovelas are melodramatic serials produced in Latin America. Like their American counterparts, telenovelas were inspired by “radionovelas,” daytime serials that were broadcast by commercial radio stations during the 1930s. Telenovelas are characterized by airing during prime time, rather than daytime, and continuing a dramatic storyline with a permanent cast (Iqbal & Abdar, 2016). Furthermore, the central theme is commonly romantic love, manifesting in various conflicts in achieving an emotional objective. The plot often includes a love triangle, and a representation of “good” and “evil,” commonly portrayed by the leading women (Merayo, 2013). Telenovelas have developed in both style and content over the years, becoming a cultural phenomenon in Latin America before eventually gaining a global following.

There have been various overarching themes in soap operas across the globe. Prior research has been conducted to identify key characteristics of lead female characters and how they are portrayed in career, romantic, and educational-related situations. Most research used a content analysis and one-on-one interviews of viewers and directors to gather information on the effect of the portrayal of characters in soap operas.

A study examined a Venezuelan telenovela to analyze different themes of feminism along with feminist characters within it (Acosta-Alzuru, 2003). In comparison to other studies, this research discovered that common key characteristics of the plot, such as a love triangle and forced gender roles, were broken. The typical patterns of sexism and objectification were fought against, and female characters did not fall victim to common stereotypes. Similarly, popular television shows today that express “complex” female characters are changing the portrayal of women and their representation on TV (Hohenstein & Thalmann, 2019). Using Netflix’s Orange is the New Black, a study found that the representation of complex female characters helped battle stereotypes and tropes. These recurring themes of stereotypical factors shown in media did not appear to be forced onto women, and undermined traditional patterns represented by telenovelas and soap operas (Hohenstein & Thalmann, 2019).

However, other research cited observations of overarching themes of “insecurity in marital life, educational qualifications of female characters” and “sexual objectification, nurturing characteristics, and [females] having low status and power” (Rivadeneyra, 2011). As noted in a study conducted about television soap operas in Pakistan, the “ideal” portrayal of women commonly included the following characteristics: awareness of her rights and duties, education qualifications, traditional values, and fashionable traits (Mehra, 2019).

While these key characteristics were not identified using the same terminology, recurring patterns appeared in other studies. As researched by Shashi and Shradha (2010), a qualitative content analysis was conducted to examine the portrayal of contemporary Indian women in television. Like other studies, it found “trends of stereotypical characteristics of women, such as dumb and insecure” and patterns of sex stereotyping (Shashi and Shradha, 2010). Although research has not been done to link and compare telenovelas and American soap operas, patterns of women’s health issues seem to appear in both. Like other studies, patterns selected from a random sample of soap operas expressed mental health concerns and substance abuse as recurring themes experienced by female characters (Thompson, 2000).

Current state of soap operas

Soap operas don’t grip daytime audiences the way they did in years past. When soap operas began to appear on television, there were 18 daytime soap operas, and now only four remain. Currently, The Young and The Restless is the leading soap opera in the U.S. with 3.4 million viewers; however, this is rapidly declining with a drop of 11% since 2021. While there is no precise reason for the drastic decline in soap operas, some research cites the O.J. Simpson trial as a primary factor in reducing the number of soap operas. As the trial unfolded, it captured the attention of millions of viewers in the United States and around the world, leading to a significant reduction in viewership for daytime soap operas (Shaath, 2019). Live coverage of the trial and ongoing news updates supplied by numerous networks overran daytime television, and for a brief period, the fictional dramas of soap operas were temporarily eclipsed by the drama and intrigue of the actual legal proceedings and the celebrity status of O.J. Simpson himself (Shaath, 2019). However, the decline can also be identified by factors of demographics, the evolution of streaming platforms, and a shift in viewing habits.

While the soap opera genre has changed over the years, telenovelas have maintained their enduring popularity while preserving the main elements of drama and romance. Over the years, telenovelas have been criticized for reinforcing gender stereotypes, resulting in a new subgenre of “millennial telenovela” (Haynes, 2021). Yet, current directors, such as Manolo Caro, have expressed that the new subgenre allows for telenovelas to “‘tackle themes of feminism, LGBTQ issues and social hierarchies’ gaining much traction with the major traditional broadcast networks in his home country” (Haynes, 2021). Currently, telenovelas are the most popular non-English scripted form of entertainment with 5.6 million viewers, in comparison to the 2.9 million soap opera viewers (Jerez, 2022).

A great deal of research has been conducted on the influence of telenovelas and soap operas, but what many researchers have failed to explore is the portrayal of women in each respective genre and a comparison between the two. This research will focus on today’s most popular telenovelas and soap operas to identify and analyze current portrayals of women.

Research Questions

The research will answer the following questions:

RQ1: How are women portrayed in today’s telenovelas and American soap operas?

RQ2: What are the key specific differences in these portrayals?

RQ3: Do these portrayals reflect common stereotypes of Hispanic women?

This research is important because media is often a reflection of society’s current political, cultural, and social values. Research has been conducted on social cognitive theory, and how people build perspectives with influence of media consumption (Schunk, 2012). Telenovelas and American soap operas are influential forms of media that reach millions of viewers worldwide. Therefore, analyzing the portrayal of women in these shows can help us better understand the cultural, socioeconomic, and gender-related issues that are present in societies that create and watch this content.

Additionally, in an era where there is increased awareness of gender inequality, this study can shed light on whether telenovelas and American soap operas are evolving in their portrayal of women, straying from damaging stereotypes, or perpetuating harmful tropes. Using a content analysis and a comparative approach, cross-cultural insights can be discovered. By identifying similarities and differences in how women are portrayed in this specific television genre from various cultural contexts, a better understanding of how gender is represented in media can emerge.

III. Methods

This study used a qualitative content analysis to conduct research about the portrayal of women in telenovelas and American soap operas. Qualitative content analysis has been defined as “a research method for the subjective interpretation of the content of text data through the systematic classification process of coding and identifying themes or patterns” (Hsieh & Shannon, 2005). It is a systematic process of describing and coding occurrences that allow researchers to group words, phrases, and data into classified categories; this suggests that they share commonalities with each other (Elo & Kynagäs, 2007). Content analysis, through this method, offers fresh perspectives on the phenomenon being studied.

More specifically, this study draws upon thematic analysis. Introduced by physicist and historian Gerald Holton, thematic analysis has been used to pinpoint and analyze key patterns in data; however, the term “theme” and “code” are used interchangeably (Joffe & Yardley, 2004). These codes are then organized into broader themes, reflecting overarching patterns or concepts present in the data.

In this type of analysis, a theme refers to a specific pattern found in data that interests the researcher. According to Joffee and Yardley, a deeper distinction in what terms constitute a theme is whether the data is drawn from current theoretical ideas (deductive coding) or ideas the researcher brings forward (inductive coding). Essentially, this framework suggests that derived themes “allow the researcher to replicate, extend or refute prior discoveries” (Joffe & Yardley, 2004). Thus, by examining the intricacy of qualitative data, thematic analysis allows researchers to gain understanding of the underlying viewings, experiences, or meanings of the data.

To ensure a representative and unbiased sample, the researcher searched “telenovelas” and “soap operas” in the Internet Movie Database (IMDb) and compiled a list of the most popular telenovelas and American soap operas aired within the last 20 years. From the compiled list, a random selection of telenovelas and American soap operas were chosen. The sample, then, consists of six programs in general: three telenovelas and three American soap operas all produced within the last 20 years. Table 1 provides the name and the year it was released.

Table 1. Title and Year

Name Year
La Reina del Sur 2011
Teresa 2010
Rosario Tijeras 2016
One Tree Hill 2003
Ugly Betty 2006
Jane the Virgin 2014

The three American soap operas were randomly selected from a pool of programs selected from IMDb, which included three daytime soap operas (The Young and the Restless, General Hospital, and The Bold and the Beautiful) that are still in production and currently air on broadcast networks. However, while the term “soap opera” has traditionally been used to refer to daytime serial dramas, the definition has broadened to include any serialized dramatic television program that focuses on soap opera tropes. These tropes include a focus on interpersonal relationships, family dynamics, and emotional conflicts among characters. Therefore, while these programs may not fit the traditional mold of soap operas, their incorporation of soap opera elements, combined with their storytelling approaches, has led to their association with the genre. The three American soap operas chosen for this study were One Tree Hill, Jane the Virgin, and Ugly Betty.

Additionally, the researcher used a random number generator to pick two episodes from each respective show, in order to eliminate selection bias. Therefore, a diverse sample of telenovelas and American soap operas were used. Table 2 provides the show, season, and episode number analyzed for this research.

Table 2. Show, Season, and Episodes

Name Episode #1 Episode #2
La Reina del Sur Season 1, Episode 37 Season 3, Episode 35
Teresa Season 1, Episode 36 Season 1, Episode 80
Rosario Tijeras Season 1, Episode 21 Season 2, Episode 67
One Tree Hill Season 1, Episode 19 Season 5, Episode 12
Ugly Betty Season 1, Episode 10 Season 4, Episode 10
Jane the Virgin Season 2, Episode 3 Season 5, Episode 4

Based on common stereotypes that are referenced in the literature review, the researcher independently watched the selected episodes from start to finish, and looked for cues and key characteristics that were prevalent in the shows. The key characteristics shown in female characters were coded using instruments developed by the researcher. The categories coded were the common personality traits of the characters, the characters’ occupation and how it is portrayed, the physical attributes (shape/style) of the characters, and common stereotypes portrayed by the characters (nurturing, emotional, dependent, other portrayals, etc.), and a category labeled as “other” with any relevant information for the study.

In this study, the qualitative coding was solely done by the researcher; therefore, intercoder reliability was not assessed. However, the process was in line with the constant comparative method (Glaser & Strauss, 1967), where the qualitative analysis involves the researcher assigning labels to content themes (in this instance, the episodes’ content). Subsequently, these labels were grouped into broader categories for analysis to identify common themes, as was done in this study. A final analysis was conducted to identify overarching themes shown through the portrayal of women in telenovelas and American soap operas today. Additionally, previously cited research was used to help answer research question #3.

IV. Findings

The six programs showed a mixture of negative and positive portrayals in different aspects of the female characters’ lives. However, there were commonalities shown within the three selected American soap operas and the three selected telenovelas. Overall, the researcher found that soap operas have stuck to traditional stereotypes and roles of women, while telenovelas have broken away from these portrayals.

Love Triangles

Love triangles, a timeless trope in television drama, are deftly woven into the narrative fabric of the American soap operas analyzed by the researcher: Ugly Betty (2006), One Tree Hill (2003), and Jane the Virgin (2014). This offers viewers a rollercoaster of emotional entanglements, causing an audience to tune in for more drama on next week’s episode. In each soap opera, the female protagonist experiences a love triangle, leaving her confused and lost. In Jane the Virgin, Jane is the main female protagonist shown to go back and forth between the two same men – Michael and Rafael. Within the first few seconds of the show, the narrator states, “Our Jane was caught in a love triangle.” The intricate love triangle involving Jane, Michael, and Rafael explores the complexities of choice and commitment, yet it also intertwines with a broader narrative about women and indecision. Jane’s mother, Xiomara says, “Yeah, that was before you told both of them you love them.” Jane, portrayed as a strong, independent character, grapples with the complexities of love and commitment. However, the persistent portrayal of her involvement in a love triangle inadvertently reinforced stereotypes of women as indecisive or constantly entangled in romantic complexities.

Additionally, in season one, episode 10 of Ugly Betty, the love triangle featuring Betty, Henry, and Walter, is emblematic of the classic soap opera trope and its potential implications for the portrayal of women in American soap operas. Betty is in a relationship with Walter yet struggles with understanding her feelings for Walter. Halfway through this episode, Betty runs into her coworker, Walter, and the audio changes to a quick heartbeat, expressing Betty’s unspoken feelings as she says, “Oh crap.” While the show navigates the nuances of workplace romance, the recurrent theme of a love triangle aligns with the traditional soap opera narrative that often places women at the center of romantic entanglements.

Meanwhile, One Tree Hill weaves a multifaceted love triangle with characters like Lucas, Peyton, and Brooke, crafting a compelling narrative that takes place across many seasons. In season one, episode 19 of One Tree Hill one of the main female protagonists, Brooke, is portrayed as an overly jealous, insecure girlfriend to Lucas. However, as the episode progresses, Brooke finds out about the love triangle between her, her boyfriend, and best friend. Brooke states, “that was before I found out you cheated on me with my best friend.” The dynamics among these characters demonstrate the traditional soap opera formula, where intense friendships and unresolved romantic tensions form a central focus.

Across these series, love triangles are not merely plot devices but integral elements that propel the narratives forward, primarily focusing on the female characters and their reactions to love triangles.

Scorned Ex-Lover

When the researcher analyzed the American soap operas, the recurring portrayal of female characters as the “scorned ex-lover” serves as a common narrative thread. In season two, episode 13 of Jane the Virgin, the female antagonist, Petra, falls into this role with her motives aligning with getting back at her ex-fiancé. Petra aims to come in between her ex-fiancé Rafael and his potential romantic partner. During this episode, the narrator states Petra’s inner dialogue: “he wasn’t with Jane, which meant, of course, there was an opening.”

Furthermore, Luciana, a side female character, is portrayed as another scorned ex-lover. Luciana has not been with her ex-boyfriend, Rogelio, for years; however, at the end of the episode, she attempts to blackmail him. Ending on a cliffhanger, she states, “I thought we could do this the easy way, but you’ll have to give it to me [an acting role], or I will release this.” The screen turns to face Rogelio’s shocked reaction, leaving the audience unaware of what Luciana uses to blackmail Rogelio to get an acting role alongside his character within the show.

Similarly, Ugly Betty portrays the side character, Amanda, as a scorned ex-lover. In season one, episode 10, Amanda sneaks into her ex-boyfriend’s office and goes through his desk drawers. “Princess cut…canary, six carats. Oh my god!” says Amanda as she looks through various engagement rings hidden in her ex-boyfriend’s desk. Later, the audience discovers that Amanda steals a ring, revealing her anger and discontent toward her ex-boyfriend’s new fiancé. To defend her actions, Amanda’s words don’t fall short of the stereotypical scorned ex-lover. “We’re a bunch of unstable, hungry, back-stabbing bitches.”

The Ambitious Woman

Regarding research question #1, the researcher analyzed three telenovelas to view and analyze the portrayal of women. When coding key characteristics and cues, the portrayal of women often took on multifaceted dimensions, challenging traditional gender norms. In the telenovelas Teresa, La Reina del Sur, and Rosario Tijeras, the theme of ambitious women emerges as a central narrative thread, offering viewers a glimpse into the complexities of female characters who navigate power, desire, and societal expectations.

In La Reina del Sur, Teresa Mendoza is the female protagonist and leads a drug cartel in Culiacán, Mexico. In season one, episode 37, Teresa manages to evade her enemies, secure her shipment of drugs, and celebrates her accomplishments. The male characters direct celebratory comments toward Teresa throughout this episode. Complimenting her accomplishment of securing a drug operation, Teresa’s bodyguard states, “Nadie imaginó que hubieras llevado una operación conjunta tan sencilla y tan complicada” (“No one thought you’d pull together such a simple yet complex operation”). Also, “Eres increíble, lo que haces hoy es espectacular” (“You’re amazing, what you did today is spectacular”). From her early experiences as a money changer to becoming one of the most formidable figures in the male-dominated world of drug trafficking, Teresa’s determination and strategic judgments are key traits shown in her character. Her ambitious portrayal as a woman is layered, showcasing not only her hunger for power, but also the complexities that arise as she deals with moralities and the desire to dominate in a world where power goes hand in hand with survival.

In addition to La Reina del Sur, the telenovela Teresa was coded and analyzed to develop findings concerning research question #1. The female protagonist, Teresa Chavez, is portrayed as an ambitious mastermind. Her narrative revolves around the climb toward high social and financial status. Teresa’s ambition is evident from season one, episode 80, where she strategically navigates the intricacies of her lower socio-economic status, with the determination to fight against financial limitations. In a later scene, Teresa is shown to manipulate her relationship with Fernando. After a failed romantic relationship, Teresa turns to Fernando, a wealthy bachelor. In confidence, Teresa tells Fernando, “me queda claro que también eres mi amigo” (“It’s clear to me that you are my friend”). The scene cuts to Teresa and Fernando hugging, with Teresa smirking as she realizes her plans of building a new relationship with Fernando are working. Teresa’s ambitions grow, and she uses her intelligence to charm and entangle herself in a new relationship with a wealthier suitor to secure financial stability.

However, through calculated decisions and determination, Teresa Mendoza and Teresa Chavez emerge as characters whose ambition carries the storyline, adding layers of complexity to the portrayal of women by challenging traditional notions of female characters in telenovelas.

Time for Revenge

Research question #1 focuses on the portrayal of women in American soap operas and telenovelas, yet a pursuit of vengeance took center stage throughout the three telenovelas. In season two, episode 67 of Rosario Tijeras, the female protagonist, Rosario, commits the ultimate revenge. In both episodes, Rosario is on a revenge journey, driven by a troubled past marked by tragedy and betrayal. Her character is developed by a desire for retribution against those who have wronged her. In episode 67, Rosario settles the score and murders Gonzalo Gonzáles “El General” for killing her best friend, Delia.

Similarly to Rosario, La Reina del Sur portrays Teresa as a vengeful protagonist. After being in prison for four years, Teresa is thirsty for revenge in season three, episode 35. Compared to season one, episode 37, Teresa has changed into a powerful figure, determined to settle scores. Now that Teresa is free from life in prison, she wants to reunite with her daughter, Sofia; however, the theme of vengeance is evident in Teresa’s motives. A flashback is shown in season three, episode 35, explaining why Teresa was wrongly put in jail for four years. On a journey for retribution, Teresa is shown undercover in a casino, tricking other poker players into striking deals that benefit her drug cartel and authoritative position.

Both characters navigate the complexities of vengeance, showcasing the moral dilemmas that come with seeking justice. Their stories explore consequences and sacrifices in the selected episodes, portraying Teresa Mendoza and Rosario Tijeras as vengeful female protagonists in the world of telenovelas.

V. Discussion

This paper sought to identify how women are portrayed in telenovelas and American soap operas, the key differences in these portrayals, and if the characters in telenovelas fell into stereotypical Hispanic roles. Several findings throughout this study help investigate the three research questions. Research question #1 was answered by the portrayal of female characters in American soap as scorned ex-lovers or constantly entangled in a love triangle. Additionally, the female characters in telenovelas were portrayed as ambitious women or on a vengeful journey for retribution.

Many overarching themes shown in American soap operas and telenovelas can be supported by themes discussed in previous research stated in the literature review. For example, as researched by Hohenstein and Thalmann, recurrent themes of stereotypical elements in soap operas, such as Orange is the New Black, were not portrayed by women but rather strayed away from traditional patterns, challenging conventional representations seen in telenovelas and soap operas. Similarly, the telenovelas La Reina Del Sur, Teresa, and Rosario Tijeras used for this research demonstrated the same outcome. In all episodes of each telenovela, the female characters broke stereotypical portrayals of “insecure” women or overly sexualized characters (Mehra, 2019).

Research question #2 focused on key differences in these portrayals. While there were themes of love and passion in American soap operas and telenovelas, these themes were heavily relied on in American soap operas to carry the plot. For example, the female protagonists, such as Brooke in One Tree Hill and Xiomara in Jane the Virgin, were consistently focused on romantic relationships. In a scene, Xiomara tells Jane, “The best way to get over a man is to get under a new one,” falling victim to problematic portrayals of femininity. Xiomara and Brooke search for validation in romantic relationships, playing into the stereotype of women frequently shown in soap operas. Additionally, in the telenovelas analyzed by the researcher, the protagonists, Teresa Chavez and Teresa Mendoza, were portrayed as fierce female leads. The female characters in the selected telenovelas and American soap operas are examples of two opposing versions of femininity shown in serialized television.

Other common themes throughout the portrayal of women in American soap operas were love triangles and scorned ex-lovers. However, this portrayal is generally shown more in telenovelas, with the female protagonist usually in a love triangle (Merayo, 2013). Regarding research question #3, the intriguing reversal of typical gender dynamics between telenovelas and American soap operas lies in the portrayal of female characters. Telenovelas, such as La Reina del Sur, Teresa, and Rosario Tijeras, break away from the conventional narrative by presenting fierce, ambitious, and vengeful women as lead characters rather than entangling them in love triangles. These female protagonists challenge stereotypes of Hispanic women, navigating dangerous worlds and taking on roles typically reserved for male characters.

On the other hand, the consistent depiction of female characters in love triangles within American soap operas like One Tree Hill, Ugly Betty, and Jane the Virgin highlights a noticeable reversal. Instead of fighting the stereotypical position of women at the center of complex love triangles, as often seen in telenovelas, American soap operas seem to perpetuate the traditional trope of indecisive women. This provides a new perspective on the changing dynamics of gender portrayal in telenovelas, juxtaposed with the persistent stereotypes in the declining business of American soap operas.

While a great amount of data was collected from the qualitative content analysis of three telenovelas and three American soap operas, there are limitations within the research. Analyzing only two episodes from each show does not capture the full emotional range of characters, and the portrayal of female characters may evolve over time within a series. Similarly, findings from a small sample of telenovelas and American soap operas may not be applicable to the entire genre. Additionally, the researcher must acknowledge that the portrayal of women in television is influenced by various stakeholders, including writers, producers, and network executives. Therefore, when reviewing the audience feedback, different plot lines may be written to feed into what the viewers want to see.

VI. Conclusion

This research looked at the portrayal of women in American soap operas and telenovelas. The range of themes presented brought forth many questions about the portrayal of women. Themes of scorned ex-lovers, ambitious women, vengeful motives, and love triangles were present in most episodes. The results indicated that while some stereotypes do exist when portraying women in soap operas, characters in telenovelas broke free from the conventional female roles. However, the lack of evolution within the portrayal of women in American soap operas leads to problematic stereotypes of the portrayal of women in television and media. Yet, the dynamic reversal of gender stereotypes of the portrayal of women in telenovelas breaks away from the stereotypical narrative shown in telenovelas and creates unexpected fierce female leads.

Female characters in telenovelas frequently experience profound transformations that diverge from the conventional roles of “evil” characters or traditional housewives. These stories usually show women overcoming social norms, pursuing careers, taking part in activism, and claiming their freedom in a variety of domains. The researcher found that telenovelas present more varied and dynamic representations of women than American soap operas, which frequently uphold traditional gender norms. This break from traditional telenovela storytelling can indicate a larger societal shift that values the diverse roles and contributions that women play in society.

If the author were to continue this research, a broader scope would involve analyzing a more extensive selection of American soap operas and telenovelas. Also, in addition to the content analysis, one-on-one interviews with female consumers concerning their thoughts on the portrayals of women would be beneficial. With appropriate portrayals of women, female consumers can relate to the character on screen, which perhaps can lead to increased discussions and changes of gender inequality and the impact of media.

Acknowledgements

To Dr. Dan Haygood, my deepest appreciation for your invaluable mentorship throughout the research process. Your guidance and wisdom have played an instrumental role in shaping this academic journey and personal growth. To my beautiful mother, there are no words to express my gratitude for your support and encouragement during this process and in every other aspect of my life. Thank you for always inspiring me. Special thanks to my best friends – you all keep me going.

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