Comparing Character Engagement: A Study of Liked and Disliked Fictional Female Characters and their Impact on Audience Enjoyment

The portrayal of fictional female characters in entertainment media, particularly television and film, continues to experience underrepresentation. Female characters often lack a personal identity and are depicted stereotypically. Because television continues to operate as an influential source of information and socialisation, the portrayal of women in entertainment impacts the perception and attitudes towards women in society. The present study examined to what extent the engagement with fictional female characters impacts the female audience’s enjoyment and whether this differs between liked and disliked characters, whereby the show House of the Dragon was used as stimulus. In total, 192 female identifying viewers and fans of the show were randomly assigned to two groups through an experimental survey, whereby one focused on the female character they like and the other on the female character they dislike. All respondents completed an online questionnaire which measured perceived gender traits, recognisability, parasocial relationships, and their entertainment experience with the selected character. Analyses revealed that liked female characters score higher on perceived leadership (e.g. rational, analytical) and affectionate traits (e.g. loving, tender), whereas disliked female characters showed higher perceived unpleasant traits (e.g. arrogant, power-hungry). In terms of recognisability, parasocial relationships, and entertainment experience, liked female characters scored higher on all levels. With liked female characters, perceived leadership, insecurity (e.g. naive, oversensitive), and affectionate traits, and attitudinal (e.g. approach to life), and personality recognisability (e.g. strengths, weaknesses) were significant positive predictors for parasocial trust friendship, whereas unpleasant traits showed a negative correlation. For parasocial support friendship, only perceived leadership traits and situational recognisability (e.g. past experiences) were significant positive predictors. Similar predictors including parasocial trust friendship were identified for captivating experience, however, the latter was the single positive predictor for meaningful experience. With disliked female characters, perceived affectionate traits, and attitudinal and situational recognisability were positive predictors for parasocial trust friendship, with the last two similarly affecting parasocial support friendship. Captivating experience showed positive correlations with perceived leadership, insecurity, and unpleasant traits, and personality recognisability. Similar predictors excluding unpleasant traits were identified for meaningful experience. The findings reveal a more favourable impression of fictional female characters by the female audience when they depict traits embodying leadership and love, as well as a sense of vulnerability. Such portrayals contribute to the female viewers’ familiarity and identification with female characters and the development of deeper relationships, positively affecting the entertainment experience. The outcomes indicate the importance of creating strong, complex, layered female characters with a personal identity in order for the female audience to experience a more intense engagement with and enjoyment of the characters and the show.