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**1930's Radio Soap Operas** Radio emerged as a vehicle for mass communication and entertainment during the 1920s but did not begin to dominate and influence American culture until the 1930s. During this decade America’s radio programming, advertising and influence over the American public flourished since ownership of radios increased dramatically. While once considered an avenue for public service, radio programming of the 1930s sought to satisfy Americans’ needs for escape, community and connection to others all the while selling American products. This phenomenon was best illustrated through soap operas. Denounced by critics as low-culture, neurotic, crude and irrational, daytime serials were a medium for advertising a myriad of products aimed at female consumers, often acknowledged by researchers as the primary purchaser of household goods. “Soaps” were largely written and produced by women for women and focused on realistic storylines that illustrated the social and economic tensions of the era. These daytime series dealt with socially controversial issues that were central to women, providing housewives a way to participate in a community while confined to their homes. These women were not merely passive listeners but many wrote to their favorite characters and to the sponsors and producers of their favorite program to provide advice and suggestions about the storylines. Soap operas represented a new relationship between the broadcaster, sponsor and audience.

For many Americans during the 1920s and early 1930s, the radio was luxury. But as time passed, the cost of purchasing a radio deceased causing the likelihood of household ownership to increase. In 1930 the average cost of a radio was $78, but by 1940 the cost decreased to $38 (Craig 186). Correspondingly, 40 percent of households owned a radio in 1930, and by 1940, 86 percent of households owned a radio (Lenthall 56). While this price would still have been expensive, the improved technology allowed radio maintenance to become cheaper and easier. Research and evidence suggest that even many impoverished families were willing to sacrifice in order to buy a radio (Craig 187). Radio was so popular that by the end of the 1930s it was ranked the favorite recreation activity in a //Fortune// magazine survey, and many people indicated they would rather give up going to the movies than give up their radios (Lenthall 57). Radio was such an integral and important part of life during the 1930s that one man commented, “‘If we lost the radio, I’d be willing to dig my own grave.’” (Lenthall 57). Even those households without radios would find ways to listen to their favorite programs. Some people listened with their neighbors; others listen in public places; while several used “grapevine radios” which ran a long wire from a neighbor’s radio to a speaker in their home allowing them to listen to what their neighbors played (Lenthall 59). Radio provided a way for Americans to connect through a common program broadcast on the major networks nationwide. These programs created a common culture that bridged segments of the American population.
 * The Rise of the Radio **


 * Marketing to Women **