Depictions of Gender on Primetime Television: A Quantitative Content Analysis

Abstract

To document current portrayals of women and men on primetime television, a quantitative content analysis was conducted. A 1-week composite of primetime television programming across 9 broadcast and cable networks was randomly sampled, yielding 89 programs and 1,254 characters. Consistent with prior findings, women were significantly underrepresented on primetime TV when compared with men. Analyses examined representations of gender in the realms of occupation, aggression, sexualization, and stereotypically masculine and feminine attributes, with comparisons drawn across different age groups. Contrary to popular belief, these findings suggest that the current state of primetime television does not represent a “golden age” for women. Although it appears that some gender stereotypes have declined when compared to previous decades, others (e.g., dominant men, sexually provocative women) have persisted. Implications are discussed in terms of cultivation and social cognitive theories.