One of my good friends is obsessed with Dallas. I am not talking about the hometown of the Dallas Cowboys, but the soap opera “Dallas”. He says that his mother used to watch the show. He watches it now because it makes him think of her. Although I had never watched the show before, I had heard of it quite a bit. Brazil (I am originally from Brazil) was one of the dozens of countries that translated and broadcasted “Dallas” to their national audience. My parents watched “Dallas” too so I was able to relate to my friend’s interest in the show. I decided to watch a few clips on YouTube. The show revolved around the Ewing family. They were an extremely wealthy family from Texas who made their money in the oil industry. The series lasted 13 seasons from 1978 to 1991. “Dallas” became a national phenomenon during the 1980 season with the episode in which the main character JR was shot. Close to 42 million households tuned into the show to find out who had shot JR. This episode is still the second most viewed event in all American television history.
For anyone who does not have personal reasons to watch “Dallas”, the show might not make much sense nowadays. However, it was huge during the 80s. Why was it so popular at that time? It was popular because it was relevant for viewers of that specific period of time. Many media texts will only make sense when considering the context in which they were created.
Most of the show took place in the 80s. During that time, the country was going through significant social and economical changes. It was the Reaganomics period. A time in which the federal government reduced spending, controlled the money supply to reduce inflation, deregulated corporations, and lowered income tax and capital gains tax. All these policies were implemented to increase the circulation of money in the economy. People were sold on the idea that the country was rich and everyone could become rich. They believed that one day they too could live luxuriously like the Ewing family.
Taciani D.