Numerous studies have shown that female fans identify strongly with the characters and situations - loving them and hating them. Despite the enthusiastic unanimity of the soap researchers, there are some fundamental methodological questions about their research. For instance, these studies only ever interview soap fans and then, usually female fans, thus ignoring the reactions and behaviour of viewers who never watch soaps or actively despise them. Even among viewers, many are men - not just women. Moreover, the assumption that soaps are especially significant for women seems to have regressive rather than progressive implications.
Soaps are generically conservative with respect to social and moral codes.
Despite the claims that soaps are just fantasy, these researchers also claim that women use soaps to deal with real-life situations. If both claims are true, then we must conclude that soaps offer traditional and constraining role models for women. Altogether these books typify the new audience ethnography. They attempt to legitimate television as a cultural practice especially focussing on popular programme genres. Television provides a backdrop for family activities, a conduit for social interaction, and a catalyst for other activities.