Although the cultural stereotypes which the mass media disseminate about the roles of men and women are often discussed in general terms, the actual nature of these stereotypes in the present American culture has not been fully or systematically explored. This study examined part of the system of cultural stereotypes relating to men and women on television--specifically, the operation of male-female knowledge stereotypes that are displayed through the giving and receiving of advice and orders on afternoon and evening TV dramas. Clear-cut differences between the sexes in knowledge and approach to knowledge, tending to fall along and reinforce traditional stereotypical lines, were found in their interactions with each other, with men always shown at the nexus of ultimate power. The nature of the male-female stereotype did not change between soap operas (with overwhelmingly female audiences) and evening dramas (with mixed audiences). Rather, the soap operas emphasize those aspects of the stereotype most favorable to women without diminishing in importance the role of men. In this manner, the fundamental strictures of the culture are not violated while the expectations and desires of the female audience to see itself portrayed in central roles are gratified. (TO)
