Indian Audience Interpretations of Health-Related Content in the Bold and the Beautiful

Abstract

This article explores the meanings given by Indian viewers to a series of health-related episodes dealing with ‘Tony’s HIV’ in the Hollywood television soap opera, The Bold and the Beautiful. Forty-two respondents in six focus group interviews and in 17 in-depth personal interviews were asked for their interpretations of this television health content. Indian respondents interpreted the sexual explicitness and the assertiveness of female characters as characteristic of the US, but not as a part of Indian reality. The sexual openness in The Bold and the Beautiful ‘shocked’ Indian viewers, and led some to watch the episodes only in private. Indian respondents generally had positive reactions to the ‘Tony’s HIV’ episodes, although they felt that self-disclosure of HIV/AIDS status could not happen in India, where HIV/AIDS is highly stigmatized. In general, Indian respondents felt that ‘Tony’s HIV’ showed an ideal situation regarding HIV/AIDS, but one that was far removed from Indian reality.