Audience perceptions of strong female characters on television

Abstract

Scholars have criticized television networks for the weak roles assigned to actresses. Women's roles are evolving. This study examined audience reactions to strong female characters on five prime time television shows. The study measured whether the sex or race of the viewers influenced their perceptions of the masculinity or femininity of the characters. The participants saw the characters as slightly more feminine than masculine. Women were more accepting than men of the powerful female characters. African Americans related better to the strong characters than did Caucasian Americans. These results should encourage producers to expand the breadth of roles for women characters.