According to the statistics, there is a boom in current consumption on Friday nights between 8.30 and 9.20. The reason is quite obvious: this is the time of the well–known American tv–series, the Dallas – what else could cause such a rush to the tv– sets? As the signal begins the streets become empty and everybody takes his seat. On a Friday evening you can hear nothing but the brazen voice of Jockey flowing out of the open windows. One may believe that this is the prime time for thieves and burglars, but why should they be exceptions?
As a result of this phenomenon, Dallas has become part of our life. The Ewing brothers, Samantha, Pamela and the rest of the clan are certainly better known to most people than some of the leading politicians of our country. In fact, the whole nation follow the story week after week, presumably analyzing the episodes either in his mind or with friends and family members. It is funny, how the latest, and slightest, changes in the series are discussed meticulously for long hours among old–age pensioners. But even the least enthusiastic ones are familiar with Jockey's quips and his grinning face.
Knowing the power of media, one can ask what effects this tv saga has on us, the viewers. Thanks to Dallas, we have an insight to the daily life of the American high society. The series presents us, among others, the cruel business tricks an oil tycoon has to apply if he wants to reap a fat profit or sometimes simply keep his firm alive. Having seen 280 or so episodes, the viewers must feel at home at Southwark, they have got used to the luxurious interior of the farm house, at least, they know where to find the bar section.
Also, we have learned that the life of even the wealthiest people is not without problems and quarrels. On the contrary: they do have discords within the family, which, as everything in connection with them, are on a much larger scale. Many times the annual party of the oil entrepreneurs which should be a pleasant meeting of colleagues and business partners, turns out to be the scene of the most serious clashes with glorious victors and humiliated losers.
However, we should not forget that this is only a fictitious story. The question is how much it is based on reality. People in western countries are probably more able to evaluate this as those societies are somewhat closer to the American one. They usually have more experience in the business world and they live in better circumstances, but even they watch spellbound the sparkling and glittering life of Texas millionaires. What to say about the average, low–income Hungarian? To them Dallas may be a cultural shock. From this aspect, Dallas is clearly harmful: it can create an invalid picture of American life, making people believe that these are the standards of the average U.S. citizens.
Fortunately, not everybody is so sensitive to cultural shocks. Many people do not care at all about these cultural and social differences. They can do it, because it is fairly easy to find parallels with their own lives, their own problems. The producers of the series were clever enough to make these messages easily available to anyone. This way the average viewer can identify himself with the characters without any trouble.
Therefore Dallas can be regarded as a very useful medium too, with the help of which the lower and middle class citizens have an opportunity to make a huge upward movement on the social ladder. A quick and easy way of getting rich in their minds and feeling power in their hands. After all, they are going to elegant parties and frequently participating in important negotiations with influential businessmen. What is more, they are the ones who know about the most secret plans and discussions that are made in Jockey's office. Nobody can claim more than this.
On the other hand, sitting in front of the tv, we are faced the dark side of this kind of life. Contemplating the story through the immense stress that goes together with handling such a big company and such a huge fortune, it loses its romance after which we are otherwise aspiring. From this point of view, Dallas is a sort of a social pacifier, which makes people think twice if they really want to belong to the rich. After this, they are surely not so envious.
Dallas also provides us with a collection of patterns of action. It is relatively easy to jump into the characters, and everybody can find his or her favorite(s) from whom he can learn little things, like movements, facial expressions, sayings and so on. Thus Dallas, similarly to other soap–operas, has taken over the role of novels, which had been responsible for this before. The characters show us how to behave at a party (also how not to), or how you can enjoy your garden swimming pool.
Strong male dominance can be observed through the way Jockey treats women, including his wife, his sweethearts, his secretaries, and even his own mother. The series also features the most macho type of profession, as Americans think, that of the cowboys. Except for Jockey, who must consider it degrading, all the boys have something to do with ranch work, representing the roots or bases of Texas life.
As to women, we can see Ellie, whose main task is to keep the family together, while being a loving mother of virtually everyone at Southwark. But there are other mothers in the series, so we see a lot of examples to child raising in a "rich" way. Probably many mothers would like to have nuns around her children when they are tired. Though they can also see the troubles which go together with this issue in the series, that would not be for the children's good.
Thus, we can reach an interesting conclusion: even such a popular series can be very useful in many respect. Probably it cannot be compared to traditional forms of literature, or to sophisticated art films, but there would not be any point in making such kind of comparison. This genre has created its place, and it has its own functions and values. What is necessary, is to contemplate Dallas as a soap–opera, and stay away from overestimating it. This way we can make a close–to–real evaluation. And, maybe, we can learn to enjoy it.
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