It is assumed by soaps that the average viewer is a 'fan', meaning their relationship with the programme is one of intense emotional identity. Viewers, or fans, are able to choose how emotionally involved they become with a character. They can like or dislike a character without it really having any consequence. They can dislike a character for no apparent reason without anyone questioning it, as it isn’t real.
It is fair to assume that the viewer has some knowledge of the series before sitting down to watch. Even those who do not watch soaps regularly have some sort of knowledge about them. Whether it be via listening to a conversation about the soap, seeing a trailer for it or glancing at one of the many T.V listing magazines, most people will have some sort of knowledge about the show before they watch it.
Interest and complexity are also an appealing aspect of soap operas. In an episode where several storylines are running at the same time, certain demands are made of the viewer to keep up with the action. David Buckingham referred to it as “mental gymnastics.” Viewers have to recall past events in order for stories to make sense and they are given the opportunity to look into the future and speculate about how a plot will run. Recalling events, names or dates can be a challenging and rewarding exercise for the viewer.
Another cause of pleasure drawn from watching a soap is the opportunity to gossip about it afterwards. At schools, workplaces or just at the gym, watching a soap offers people a chance to talk openly about a common subject. Talk can consist of future plots, debate regarding certain events, analysis of characters, and relation of this fictional world to real life. Gossiping about a soap also allows people to pass judgement morally on characters based solely on their actions on the screen.
Regular viewers of a soap come to regard themselves as an expert on the soap, giving them considerable pleasure and a sense of achievement, especially when they discuss the soap with someone who has less knowledge of the soap than them.
The popularity of soaps may rest in the escapist fantasy of the soap. It is purely fictional, characters have pain and misery heaped on them and still come back for more and nothing good ever seems to last. This fictional world allows viewers to look into it and realise their own lives aren’t as bad as they seem.
Another popular aspect of a soap, apparently a particularly heightened aspect for woman, is the never ending nature to a soap. Storylines defy common conventions by having no real beginning and no real end. Regular breaks between storylines causes viewers to want to find out the end, or the continuation of the original storyline and this in turn causes them to want to watch more. Cliff hangers contribute to this.
The characters themselves draw in audiences. Even the staunchest feminist could not deny that she has been drawn to a soap by a handsome man. Many men claim to watch Hollyoaks solely for the appeal of the female characters. The characters are stereotyped so that almost every viewer can relate to at least one character. Soaps are traditionally aimed at the middle class, so the characters are also traditionally middle class.
