‘Soap’ A Clean Sweep (Press, 7 October 1977)

The television show "Soap" made a significant impact on the American entertainment landscape upon its premiere, capturing the attention of 20 million viewers with its provocative themes. Described as a "sophisticated adult farce," the show was met with both acclaim and criticism, with detractors labelling it as “one long salacious joke.” Its rise to prominence was largely bolstered by extensive media coverage and controversy, particularly opposition from major religious groups who were concerned about its explicit content, which they deemed more offensive than the violence they had previously campaigned against. Despite the backlash, "Soap" achieved remarkable ratings, even outpacing several other networks in Los Angeles. This success reignited interest among advertisers who had initially shied away due to the controversy surrounding the show. Industry insiders predicted that its popularity would lead to a wave of similar, even more daring productions, suggesting a shift in television content from themes of violence to those centred on sexual scenarios, signalling a new era for US television. The content of "Soap" itself revolves around the intricate sexual escapades of two intertwined families. The show explores varied themes, including infidelity, impotence, and identity, with a mix of outlandish storylines, such as a son wrestling with gender identity and an affair between a tennis instructor and a daughter. A particularly controversial subplot involving a modern Jesuit priest living with one of the female characters led to intense outrage, culminating in calls for boycotts from a coalition of religious organisations, including the United States Catholic Conference and the Southern Baptists. In response to the growing outcry and pressure from these religious factions, at least 15 ABC affiliates opted to cancel airing the show, and several sponsors retracted their advertising. In light of the backlash, ABC executives were compelled to amend some content, axing certain storylines and double-entendres to appease critics. As a result of this tumultuous debut, the influence of "Soap" on television content and culture was deemed profound, indicating a possible transformation of how sexual themes might be approached in US television going forward, even amidst mounting tensions and censorship concerns. The dialogue around censorship versus creative expression became increasingly central as the show continued to stir up controversy within the American public and among various religious groups.

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