This article intends to discuss the associations between soap-opera and female audiences, disclosing the commercial interests that lie behind this symbolic construction. This association - that has historical and cultural origins - leads to useful aspects for networks like Rede Globo, for it relies on another strong symbolic association in the realms of marketing and advertising, that which considers consumption a feminine practice. Soap-opera and consumption are both deeply connected to the domestic space and the family, and these connections are reinforced by advertising and the cultural industry.
Soap-Opera; Gender; Consumption; Advertising