The soap operas as an important audiovisual medium of the XXI century

Shumov Maksim Vladimirovich Associate Professor, Department of Directing and Choreography, Dostoevsky Omsk State University 644043, Russia, Omsk region, Omsk, Krasny Put str., 36 mvshumov@mail.ru Other publications by this author

Introduction

The 21st century has become a century of flourishing audiovisual mass culture media. In the context of globalization and digitalization, the series has become not only a means of recreation, but also a tool for analyzing social realities, self-expression and cultural identification. Modern technologies such as high-speed Internet and the development of streaming platforms have allowed the series to reach a wide audience, regardless of geographical and cultural boundaries. A survey conducted by L.O. Popova and O.V. Romakh confirms the importance of TV series today. "54% of respondents said that TV series sometimes matter. H1% of respondents believe that television series are an important component of modern popular culture. They form the values and behaviors necessary in modern life. 15% think that TV series are partly an important component. The study found that none of the respondents consider television series to be unimportant at all" ^[1]. All this underlines the relevance of this work.

In the scientific article, the object of research is series in the audiovisual space of the 21st century. This means that the research focuses on the very phenomenon of TV series, their place in modern culture, the media industry and society. The subject of the research reveals aspects related to the development and influence of TV series, including their historical evolution, genre diversity, socio-cultural impact, economic and technological factors. The object of research is a broad category within which the subject of research covers more detailed aspects that determine the specifics of this phenomenon. The subject of the study allows us to take a deeper look at how TV series are changing under the influence of technological innovations, globalization and changing audience preferences. Thus, the subject of research specifies through which factors and mechanisms the object of research develops.

The purpose of the study is to identify the impact of historical, technological, economic and cultural trends on global media consumption and social processes of the 21st century. The research aims to prove that TV series are not just an entertainment product, but represent an independent and influential medium with high social, cultural and technological significance.

The scientific problem of the research lies in the insufficient theoretical and empirical study of TV series as an important audiovisual medium of the 21st century. Despite their widespread distribution and impact on popular culture, there are still controversial questions about what factors determine the popularity of TV series, how they are transformed by technological innovations and global processes, as well as how they affect society and culture. The role of TV series as a means of cultural exchange and the formation of social identity is also not fully disclosed in scientific discourse.

To achieve the goal set in the work, the following tasks were formulated:

1) Analysis of the history of the serial format development – study of the evolution of TV series from radio dramas to modern streaming projects, identification of key stages of their formation;

2) Research on the social and cultural aspects of TV series – analysis of the impact of TV series on public consciousness, the formation of social norms and values, as well as consideration of their role in the transmission of cultural codes;

3) Consideration of the economic model of the TV series industry – the study of the financial mechanisms of production and distribution of TV series, as well as the factors determining their commercial success in the digital economy;

4) Analysis of technological aspects of the development of TV series – consideration of the impact of innovative technologies (streaming, artificial intelligence, virtual reality) on the production, distribution and perception of TV series;

5) Summarizing the identified trends and defining the role of TV series in the modern media space – drawing conclusions about how TV series have become a powerful tool for cultural exchange, social impact and technological progress.

These tasks structure the research and contribute to the consistent disclosure of the stated topic, helping to achieve the main goal of the work.

The following methods of literature analysis were used in the framework of the study, which made it possible to fully reveal the stated topic:

1) The comparative historical method was used to study the stages of the formation and development of the serial format, as well as their correlation with the evolution of telecommunications technologies. This method allowed us to identify key milestones in the history of the series, clarify their periodization and identify the relationship between technological progress and changes in the structure of the series.;

2) The historical and biographical method was used to analyze the influence of individual directors, screenwriters and producers on the development of TV series. It allowed us to focus on biographical facts that contribute to the formation of new genre trends and stylistic features of serial art.;

3) Content analysis – was used to study the plots and thematic lines of TV series, identify the dominant cultural codes and social issues raised in media products. This method allowed us to determine which topics are most relevant to viewers in different historical periods.;

4) The cultural method was used to analyze TV series as part of popular culture, exploring their role in shaping national identity, broadcasting values and ideologies. It allowed us to identify the mechanisms of the impact of TV series on public consciousness.;

5) A systematic approach was used to comprehensively examine the TV series industry, including its technological, economic, and socio-cultural aspects. This method allowed us to explore the series not as an isolated phenomenon, but as part of the global media space.

The scientific novelty of the research lies in the comprehensive analysis of TV series as a media cultural phenomenon combining historical, cultural, economic and technological aspects of their development. Unlike most studies that focus on individual aspects of TV series (for example, their social role or business models), this study offers a holistic approach, revealing their interrelationship.

The following elements of scientific novelty can be traced in the study:

1) Systematization of the historical evolution of TV series with an emphasis on their transformation under the influence of global media processes;

2) Substantiation of the cultural impact of TV series not only as a reflection of social changes, but also as an active tool for shaping public discussions;

3) Identification of new economic models of the TV series industry and their impact on media consumption;

4) Analysis of current technological trends (AI, streaming platforms, VR and interactive elements) and their impact on TV series formats;

5) A critical review of existing theoretical approaches to the study of TV series through the prism of their impact on the mass audience and the media market.

Thus, this study contributes to the scientific understanding of TV series as a dynamic media and cultural phenomenon located at the intersection of art, technology and economics.

A brief historical overview of the development of the serial format

The history of the serial format dates back to the beginning of the 20th century, when the first serial films began to appear in cinemas. However, the birth of true serial storytelling occurred with the advent of radio and television. Radio dramas from the 1930s and 1940s, such as "Amos 'n' Andy" and "The Lone Ranger," laid the foundations for the series' future success. They offered the audience the opportunity to follow the development of the plot and characters for a long time. As media historian Mark Williams notes, "radio series have shaped the audience's habit of a multi-part format, which has become an important step towards television series" ^[2].

With the advent of television in the 1950s, series became a key element of the programming schedule. Projects such as "I Love Lucy" and "The Twilight Zone" not only won the love of the audience, but also demonstrated the potential of the series format to explore various genres and themes. Television channels began to actively invest in the production of TV series, realizing their role in retaining the audience. As Emily Richards writes, "the golden age of television in the 1950s was a time when series began to be perceived as an independent art form" ^[3].

Series from the 1960s and 1970s, such as Star Trek and MAS*H, expanded the boundaries of the genre by addressing deeper social and philosophical themes. Star Trek, for example, used a science fiction context to discuss issues of racism, war, and human nature. According to Stephen Lewis, "this series has become an example of how popular culture can be used to explore complex social issues"^[4].

Since the early 1980s, TV series have become an important part of popular culture. The advent of cable television has opened up new opportunities for producers, giving them more freedom in choosing themes and formats. Projects like "The Sopranos" and "Twin Peaks" have raised the bar for television quality by offering complex plots and in-depth character studies. According to John Smith, "these series broke down the barriers between television and cinema, opening a new era for television art" ^[5].

At the same time, John Smith argues that "the boundaries between television and cinematic art forms were destroyed long before the "golden age of television" ^[5]. However, this work is based on an analysis of the structure of the series and comes to the conclusion that it was during this period that the final transformation of the serial format into an independent art form took place.

The 21st century has become a time of globalization of the serial format. Streaming platforms such as Netflix, Hulu, and Amazon Prime have made the series available to audiences around the world. This made it possible to create projects with international participation and reach, such as "Dark" and "Money Heist". As Monica Jones notes, "globalization has allowed TV series to become a tool for cultural exchange and mutual understanding between countries" ^[6]. At the same time, researchers note the great influence of the Internet on the production and distribution of web series: "The format of the web series really provides unique opportunities to involve the viewer in the story, including through mechanisms that cannot be physically implemented on television, but are relatively easy to implement on the Internet" ^[7].

An important stage in the history of the series was the development of visualization technologies and special effects. Modern TV series like "Game of Thrones" and "The Mandalorian" use cutting-edge technology to create an impressive visuals. This makes them attractive to the audience and puts them on the same level as movies. According to David Miller, "technological advances have allowed the series to go beyond television, turning into large-scale cinematic projects" ^[8].

Thus, the history of the development of the serial format demonstrates its evolution from simple serial stories to complex cultural phenomena. TV series continue to adapt to changes in society and technology, maintaining their popularity and importance as an important audiovisual medium of our time.

Social aspects of the impact of TV series

In modern conditions, the series has received the status of a communication tool, creating a platform for discussing public issues and creating topics for discussion. According to Jonas Mitchell, "the series has a powerful weapon for creating identity and communal space" ^[9]. In particular, he notes that the format of the series allows for deeper study of characters and situations, giving the viewer the opportunity to emotionally immerse themselves in the topics raised. This makes the series a powerful media capable of influencing the perception of social reality.

TV series play the role of a mirror of society, reflecting current events, social conflicts and personal experiences. For example, the series "The Wire" explores the problems of urbanization, corruption and social inequality in American society. As Rachel White points out, "such series contribute to the fact that the audience begins to ask questions and look for answers that go beyond the plot" ^[10]. At the same time, TV series can act as catalysts for social change, forming new norms and values.

One of the key functions of the series is to create a space for dialogue. In the age of digitalization, many viewers use social media to discuss what they see, which enhances the collective perception effect. For example, the series "13 Reasons Why" raises important topics such as mental health, bullying, and suicide. Its creators, as Ekaterina Kuznetsova notes, "purposefully included provocative elements in order to stimulate discussions among young people" ^[11]. This proves that the series is capable of becoming a tool for social change, especially in the audience of the younger generation.

The topics raised in the series range from social justice to personal dramas. For example, "Sex Education" promotes a rethinking of the topic of sexual education. According to Sidorov, "this series opened a dialogue about how important it is to form a healthy attitude towards sexuality and relationships among adolescents" ^[12]. His popularity demonstrates how important it is to properly represent social issues so that they resonate with a wide audience.

In addition, the series has become a tool for global dialogue. International projects such as "Dark" or "Money Heist" demonstrate that cultural barriers are erased due to the universality of themes that are understandable to viewers around the world. As Carol Hall notes, "the success of such series shows that human experiences are universal, and the language of art is understandable to everyone" ^[13]. Thus, the series becomes not only a product of art, but also a powerful means of shaping global identity.

Modern technologies enhance the social impact of TV series. Platforms like Netflix use algorithms to analyze user preferences, offering them personalized content. This allows you to create new communities united by an interest in certain topics. As a result, the series becomes not only a means of entertainment, but also a way of forming a cultural identity. According to Peter Jenkins, "the digital age is opening up new horizons for TV series, turning them into a universal medium capable of uniting people" ^[14].

A number of works (for example, White, 2019) claim that TV series only reflect existing social trends, without having a significant impact on the audience ^[10]. However, the results of the content analysis indicate that many TV series not only broadcast, but also form public discussions, influencing the perception of key social issues.

Thus, the social impact of TV series goes far beyond the entertainment function. They serve as a mirror and catalyst for change, create platforms for dialogue, and unite people around the world around common themes and values. The unique ability of TV series to deeply affect the audience makes them an important tool for analyzing modern social processes.

Economic and cultural success factors

TV series in the 21st century have become not only a cultural phenomenon, but also an important part of the global economy. The financial and cultural aspects of the serial industry directly influence its growth and popularity. The growing popularity of streaming platforms such as Netflix, Hulu, and Amazon Prime has opened up new opportunities for monetization and streaming of content. As Vladimir Novikov writes, "streaming has become a new format for global digital culture, providing access to content for millions of users" ^[15]. These platforms have transformed the media economy by giving consumers the opportunity to choose and personalize their viewing experience.

One of the key economic factors for the success of TV series is their ability to attract significant investments. For example, the budgets of popular TV series have become comparable to movies. The series "Game of Thrones", whose budget exceeded $ 100 million per season, became an example of high-budget television, which, as Alexander Zakharov emphasizes, "raised the bar for the quality of television content to the level of cinema" ^[16]. This made it possible to attract talented directors, screenwriters and actors to the industry who had previously focused on cinema.

The cultural significance of the series is expressed in their ability to reflect and shape social values. The South Korean TV series "Squid Game" has become a global phenomenon, demonstrating the problems of modern society through the prism of cultural traditions. As Ivan Petrov notes, "the success of the series is due to its universal message about social injustice, which resonates with viewers around the world" ^[17]. Such projects promote cultural exchange and mutual understanding between the countries.

A special role in the success of the series is played by their ability to adapt to the expectations of the audience. For example, documentary series like "Tiger King" demonstrate that viewers are interested not only in fictional stories, but also in real events. Alexander Ivanov emphasizes: "Such series become a window into real worlds, providing viewers with a unique opportunity to explore complex and ambiguous topics."^[18] This expands the genre diversity and increases the attractiveness of the content.

At the same time, TV series actively use cultural elements to enhance their importance. So, the British TV series "The Crown" explores the history of the royal family, creating a connection with real historical events. According to Carol Hall, "historical series play an important role in popularizing cultural heritage, making it accessible to a wide audience" ^[13]. Thus, TV series become a tool for the preservation and transmission of cultural values.

The success of the series is also due to their marketing potential. Major streaming platforms are actively using social media and digital tools to promote content. Tatiana Smirnova notes: "Social media plays a key role in creating hype around TV series, helping to attract the attention of the audience and keep its interest" ^[19]. As a result, the series become not only a media product, but also a part of the viewers' daily lives.

Thus, economic and cultural factors are an integral part of the success of a modern TV series. The serial industry, combining high budgets, cultural influence and powerful marketing strategies, continues to evolve and remains one of the most influential media of our time.

Technological aspects of the series development

Modern technologies have become the main driver of changes in the production and consumption of TV series, providing creators and viewers with new opportunities to interact with content. High-speed Internet, the proliferation of streaming platforms and the availability of mobile devices have made the series much more accessible to viewers, regardless of their location. As James Wilson notes, "digital transformation has changed the way media content is consumed, making TV series a universal entertainment format" ^[20].

Technology has not only influenced the distribution of TV series, but has also become an important element of their production. The use of modern technologies such as computer graphics allows you to create complex visual effects, which greatly expands the possibilities of storytelling. For example, the series "The Mandalorian" used virtual reality technology to create realistic locations. According to Daniil Orlov, "innovative technologies in the production of TV series set a new standard for quality and realism in visual art" ^[21].

One of the key aspects of technological progress has been the use of algorithms and artificial intelligence (AI) to personalize content. Platforms such as Netflix and Amazon Prime are actively using machine learning algorithms to analyze viewer preferences. As Peter Jenkins notes, "algorithms help platforms better understand their audience and offer them the most relevant content" ^[14]. This not only increases audience engagement, but also contributes to the creation of new genres and formats of TV series.

According to Peter Jenkins ^[14], the development of artificial intelligence and personalization algorithms is an exceptionally positive factor for the TV series industry. However, this work notes that excessive use of algorithms can lead to the formation of information bubbles that limit viewer diversity and prevent the discovery of new genres and formats.

In recent years, there has also been an increase in the popularity of interactive series, where viewers can influence the development of the plot. An example is the Netflix project "Black Mirror: Bandersnatch", which allowed viewers to choose the plot development. As Natalia Fedorova emphasizes, "interactive technologies open up new horizons for interaction between the viewer and the work of art" ^[22].

Another important trend is the integration of augmented reality (AR) and virtual reality (VR) into series production. These technologies allow viewers to delve deeper into the story, creating a unique experience of interacting with a media product. As David Miller writes, "the future of TV series is connected with the development of AR and VR, which creates completely new entertainment formats" ^[8].

Technological progress also helps to reduce the cost of producing TV series. For example, the use of virtual film set technologies, such as LED screens, replacing physical scenery, allows you to save resources and at the same time improve the quality of content. As Sergey Lebedev notes, "modern technologies make the process of creating TV series more flexible and cost-effective" ^[23].

Thus, technological innovations not only make TV series more accessible, but also open up new opportunities for creativity. Thanks to modern technologies, TV series are becoming not just entertainment, but a full-fledged art form capable of offering viewers a unique experience of interacting with content.

Conclusion

In the 21st century, the series has become the most important audiovisual medium, having a significant impact on culture, economics and technology. Its popularity is due to the development of digital technologies and the spread of streaming platforms that have made content accessible to a wide audience. The historical development of the serial format demonstrates how television has been transformed by audience preferences and technological innovations. Modern TV series cover a variety of genres, which allows them to resonate with different categories of viewers. The economic model of their production has changed thanks to subscription services, which has led to increased competition among content producers. At the same time, TV series have become an important tool for shaping public opinion, as they touch on topical social issues and raise hot topics. Technological progress has a significant impact on the development of the industry. Artificial intelligence and personalization algorithms allow platforms to analyze user preferences and offer the most relevant content. In addition, the introduction of innovative solutions such as virtual reality and interactive scenarios contributes to changing the format of the perception of TV series, making them more dynamic and engaging. The Russian TV series industry has also undergone significant changes, adapting to global trends. Modern domestic projects successfully compete with their Western counterparts, using advanced technologies and reflecting cultural peculiarities. In the context of the globalized media market, TV series are becoming not only a means of entertainment, but also a tool for shaping national identity, strengthening cultural ties between countries. The economic development of the TV series industry stimulates the creation of new jobs, attracting investments and improving the quality of content. High competition among streaming services leads to an increase in budgets for the production of original projects, which contributes to the emergence of new ideas and the expansion of the boundaries of art. At the same time, traditional television formats continue to adapt to modern realities, finding their place in the changing media environment. The future of the TV series industry is directly linked to further technological progress. The development of artificial intelligence, virtual and augmented reality opens up new perspectives for creating a unique spectator experience. The influence of TV series on popular culture and public discourses will only increase, which confirms their status not just as an entertainment format, but as a full-fledged instrument of social and cultural impact. Thus, the series has become an integral part of the media space in the 21st century, reflecting and shaping modern reality.