I want to be you(r friend): An investigation of the effects of an individual’s gendered personality on their relationships with characters in TV series

Audiences of TV shows build different types of bonds with mediated characters in those shows, such as wishful identification, parasocial friendships and parasocial love. Similarities such as the same sex, age, or ethnicity between the character and the viewer positively affect these bonds, so shows previous research. However, similarities in sex and gender need more attention. Biological sex has been the dominant discourse when it comes to research into bonds with TV characters based on gender, when reality is more complicated. Individuals show unique combinations of personality traits, both masculine and feminine traits, regardless of their sex. In the media, the perceptions of gender are also changing, with many shows combining both gender stereotypical and gender non-stereotypical characters. Therefore, the social constructions of gender are important to consider when researching relationships with TV characters. This research therefore strives to answer the following question: What is the effect of an individual’s gendered personality on their relationships with gender stereotypical and gender non-stereotypical characters in TV series? To answer this question, this research uses an experimental online survey to question fans of TV show Modern Family (N = 508) about both their gendered personality traits and their wishful identification and parasocial relationships with one out of four characters: A stereotypical and non-stereotypical male, and a stereotypical and non-stereotypical female. Results show that gendered personality traits can influence wishful identification and parasocial friendships with both gender stereotypical and gender non-stereotypical characters. Negative feminine personality traits were found to be positive predictors of parasocial friendships and wishful identification with stereotypical female characters. Moreover, positive masculine personality traits were discovered to be positive predictors of parasocial friendship with a non-stereotypical male character. Finally, positive feminine personality traits showed to be positive predictors of parasocial friendship with a non-stereotypical female character. Contrary to what previous research describes, the effects seem to relate more to likeability and predictability of the characters than from similarities between the character and the viewer. Also opposites attract applies. Parasocial friendships with a character based on gendered personality traits also positively influenced the perceived entertainment value of the show. No evidence was found for an effect of gendered personality traits on experiencing parasocial love with a character. The results show evidence for the relevance and value of using gendered personality traits in researching wishful identification and parasocial relationships with TV characters. From a media research perspective, this study emphasized the need for considering gendered personality traits as predictors of media choices and behavior, and as a predictor for relationships with televised characters.