Sixth International Conference on Communication & Media Studies

Abstract

Stereotypical gender roles, and beliefs supporting the perpetration of gender-based violence, often spread and become socialized through popular media (Russo & Pirlott, 2006). To explore this phenomenon further, this study analyzes the representations of ambivalent sexism in the popular contemporary television series You. Drawing from Ambivalent Sexism Theory (Glick & Fiske, 1996), we conducted a directed content and thematic analysis of the first season of You. We focused on the show’s portrayal of hostile sexism, an expressly negative attitude towards women, and benevolent sexism, a subjectively positive attitude towards women that both idealizes and subjugates them. In You, the main character, Joe, expresses far more benevolent sexist beliefs than hostile sexist beliefs, and directs nearly all of them (92.3%) at his main love interest, Beck. Joe’s endorsement of benevolent sexism enables him to justify his stalking and violence as protective and selfless acts. Additionally, many of the other male characters in the show express hostile sexist beliefs towards Beck, which allows Joe to justify his violence/threats of violence against the other male characters in the show as protecting Beck (and Candace, Joe’s ex-girlfriend). The results of this study add to literature on representations of gender beliefs in popular media. Future studies may want to explore the potential of this show’s portrayal of ambivalent sexism to directly impact viewers’ beliefs about gender roles and gendered violence.