“Cowboy up!”: Non-Hegemonic Representations of Masculinity in Children's Television Programming

Because children consume television as their identities are being formed, it is important to analyze the messages that are communicated to them through television programming. Entire television networks are marketed toward children from a very young age. Many series present male characters that are not hegemonically masculine. Potentially, non-hegemonic male characters could help disrupt the traditional gendered order by providing alternative, pro-feminist role models for young children. However, in my analysis of programming in four television series aimed at elementary school children (ages 5–11), I find that the non-hegemonic males actually helped reinscribe the dominance of hegemonic masculinity, ultimately reinforcing the traditional gendered order. Although children do not passively accept messages from television, these messages do shape larger gendered scripts that inform interactions.