The soap operas as an important audiovisual medium of the XXI century

The author considers the modern soap operas (series) in the audiovisual space as an object of research. By the subject of the study, the author understands the influence of the series of the XXI century on cultural, economic and technological processes, as well as their role in shaping modern media trends. Special attention is paid to the influence of the series on popular culture, the formation of audience preferences and their role in the globalization of the media market. Research methods include content analysis of scientific and journalistic sources, a comparative historical method for studying the evolution of the series, as well as a systematic approach that allows a comprehensive assessment of the impact of the serial medium on society, culture and the economy. The main conclusions of the study show that the series in the XXI century have become a powerful tool for influencing social processes, shaping public discourses and value orientations. They not only reflect current trends, but also actively participate in their formation, becoming an element of global cultural exchange. In addition, economic and technological changes have led to the emergence of new series formats, such as interactive projects and personalized content using artificial intelligence algorithms. The main contribution of the author is a comprehensive analysis of the serial medium, taking into account its historical development, modern influence and prospects of evolution. The scientific novelty of the research lies in an interdisciplinary approach to the study of the series, combining cultural, economic and technological analysis. The work expands the understanding of the impact of the series on global media processes and emphasizes their role as one of the leading formats of contemporary art and mass communication.

the series, the audiovisual medium, the serial medium, media trends, streaming, television, web series, interactive series, cultural dialogue, media processes