Recommends Margaret Houlihan as a one-character case study illustrating the evolution of female characters on primetime television as well as the change and social status of women in America. Argues that the changes in the Houlihan character reflect an archetypal model of an evolving feminist consciousness. (KEH)

Examines audience perceptions of which values characterize soap operas in general and which values distinguish daytime from prime-time offerings. Indicates meaningful differences between daytime soaps and prime-time serial dramas. Considers the implications of the empirical method guided by critical concerns and results for media scholars of…