British Soaps and Audiences:
http://www.ofcom.org.uk/static/archive/bsc/pdfs/research/soap.pdf
The Popularity of British Soaps by Laura Webb:
http://tv-soap-operas.suite101.com/article.cfm/the_popularity_of_british_soap_operas
Why are Soap Operas so Popular? by Helena Robinson
http://www.aber.ac.uk/media/Students/hlr9501.html
The TV Soap Opera Genre and its Viewers by Daniel Chandler
http://www.aber.ac.uk/media/Modules/TF33120/soaps.html
Male Viewers of Soap Operas by Anna Catherine Prescott
http://www.aber.ac.uk/media/Students/acp9601.html
Popular Television and its Audience by David Buckingham - concentrates on Eastenders and young viewers
http://www.aber.ac.uk/media/Modules/TF33120/bucking1.html
Uses and Gratifications of Soap Operas
http://www.aber.ac.uk/media/Modules/TF33120/bucking1.html
Cultivation Theory
http://www.aber.ac.uk/media/Modules/TF33120/bucking1.html
Media, Gender and Identity by David Gauntlett
http://www.aber.ac.uk/media/Modules/TF33120/bucking1.html
Active TV Viewing
http://www.aber.ac.uk/media/Modules/TF33120/bucking1.html
Audience Theory: An Introduction
http://www.aber.ac.uk/media/Modules/TF33120/bucking1.html
Media and Collective Identity - presentation by Julian McDougall (hope you can make sense of it...)
http://prezi.com/xfm9d2eaw7of/media-and-collective-identity/
Soap Opera Links
http://www.aber.ac.uk/media/Modules/TF33120/bucking1.html
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