American television serials and social stereotypes of Americans in Bulgaria
Date
1997
Authors
Karagyozova, Milena Alexandrova
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Smith, Kim A.
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Abstract
This study explores the relationship between viewing of American entertainment programs in Bulgaria and Bulgarians' stereotypes about Americans in the real world. No studies of effects of US television programs on audiences in the former communist countries of Eastern Europe have been reported so far. At the same time, numerous studies have explored the relationship between exposure to US TV shows and attitudes, beliefs and stereotypes of people in less developed countries. These studies, stemming from the New World Information Order (NWIO) debate in the 1970s, have tested for evidence of acculturation' or change in attitudes toward Americans in developing countries following exposure to American television.
The current penetration of world markets, and Eastern Europe in particular, by US television fare is examined. The historical pattern of penetration of the Bulgarian media market by US programs is also discussed. The differences and similarities between Bulgaria and developing countries which are expected to have some effect on Bulgarians' perceptions about Americans are then addressed. Finally, the case is made for the need to test for evidence of effects of US TV programs on Bulgarians.
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