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"With her book, Dannielle Blumenthal does for daytime soap operas what Janice Radway did for romance novels. Blumenthal takes a genre that traditionally has been undervalued by society, as well as communication researchers, and shows how soap opera viewing is an empowering activity for women. A strength of Blumenthal's work is the range of methods she applies to the study of daytime soap operas--content analysis, surveys of soap opera viewers, and analysis of open-ended comments from the viewers themselves. Blumenthal's analysis resolves some of the contradictions inherent in understanding the appeal of soap operas--how a genre that simplifies and trivializes some of women's concerns can empower women and be a feminist activity."-Elizabeth M. Perse Associate Professor, Department of Communication University of Delaware
Women's soap opera viewing has long been thought of by feminists and nonfeminists as an unproductive waste of time. Blumenthal takes the opposing view, arguing that women's indulgence in these programs is actually liberating.
As a young sociologist, Dannielle Blumenthal assumed she would lead the quiet life of a professor, until one day in 1999, a blind ad in the New York Times changed her life. She quickly went from adjunct professor and part-time editor to full-time image expert. Fifteen years, several books, dozens of published articles and hundreds of blog posts later, Blumenthal is that rare brand expert who has worked in the private sector, public sector and academia, bringing brands to profitable fruition and teaching others to do the same.