Consuming pleasures

Jennifer Poole Hayward, Jennifer Hayward

Jennifer Hayward establishes serial fiction as a distinct genre - one defined by the activities of its audience rather than by the formal qualities of the text. Ranging from installment novels, mysteries, and detective fiction of the 1800s to the television and movie series, comics, and advertisements of the twentieth century, serials are loosely linked by what may be called "family resemblances." These traits include intertwined subplots, diverse casts of characters, dramatic plot reversals, suspense, and such narrative devices as long-lost family members and evil twins. Although the serial has enjoyed great marketplace success, traditional literary and social critics have denounced its ties to mass culture, claiming it preys upon passive fans. But Hayward argues that serial audiences have developed active strategies of consumption, such as collaborative reading and attempts to shape the production process. In this way fans have forced serial producers to acknowledge the power of the audience.