Viewer perception of gender roles on network prime‐time television

Abstract

This study examines the perception of sex roles on network prime‐time television programming. College students (N = 321) rated major female and males characters in comedies and dramas during prime time using the Bem Sex‐Role Inventory (BSRI). Compared to Peevers' (1979) study, male characters were found to be less sex‐typed. In fact, both sexes were perceived similar to real life people. However, differences were found by genre, with male and female leads perceived as stereotypically depicted in dramas but comparable in comedies. The utility of using character perceptions as a complement to traditional content analyses of TV shows is discussed.