ABSTRACT
Scholars of popular culture often contend that its messages are basically conservative and consequently must bolster social norms and the status quo. Social scientists often point out how women are compared to men as if the latter were the standard to which all people should be measured. In order to illustrate the interlinkages among the popular media, gender portrayals, and social expectations, Paul Harvey explores the role of asadora. Asadora share some similarities with soap operas: a realistic narrative, the same cast of characters in each episode, and an interactive relationship with the audience. However, they differ in one notable respect: the storylines of asadora end in about six months. Such closure allows the producers to be more sensitive to developing social conditions as they can change the circumstances for each new production. Asadora also promote what may be termed traditional family values, portraying the virtues of self-sacrifice and marriage.
