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Establishing a Multi-ethnic Imagined Community?Ethnic Minority Audiences Watching Flemish SoapsUniversiteit Antwerpen, Departement Communicatiewetenschappen, Sint-Jacobstraat 2, 2000 Antwerp, Belgium, alexander.dhoest{at}ua.ac.be
Key Words: ethnic identity • reception research • representation • soap • television fiction
European Journal of Communication, Vol. 24, No. 3,
305-323 (2009) |
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Television is often conceived as a unifying force, creating a national ‘imagined community’. This article tries to apply this concept to the audience of domestic fiction in Flanders, in particular ethnic minority viewers. Based on in-depth interviews with 80 young adults of both Flemish and ethnic minority backgrounds, it focuses on the viewing of domestic soaps. The findings show very similar patterns of reception, both groups preferring American fiction and criticizing Flemish fiction. An important difference is that ethnic minority viewers do not consider the soap world as a representation of their own reality. A related difference concerns their dissatisfaction with the portrayal of ethnic minorities, in spite of the attempts of programme makers to provide positive role models. While confirming the importance of ethnic identity in television viewing and demonstrating the variety within the assumed homogeneous national viewing community, the similarities found caution against a binary opposition between native Flemish and ethnic minority viewpoints.