Abstract: This article analyses the depiction of female characters on the reality show Cartel Crew, which was broadcast on the US cable network VH1. For this analysis, a summary sheet was developed as a methodological instrument, with categories reflecting sociodemographic aspects and other elements related to relationships, violence, and objectification/sexualisation. These categories help to identify the level of empowerment female characters are given. The study has found that the autonomy and agency of leading female characters in this reality show continue to be mostly mediated by men, even when the women attain positions of power. The findings suggest that women continue to be assigned a particular role defined by a male gaze. While that role has been reconfigured to appear more fashionable and universally appealing, it cannot conceal the signs of the patriarchal vision that informs these productions.