The portrayal of male and female roles on prime-time television programs was investigated. Sixteen programs were observed, and data on the number and occupation of female and male characters, on positive and negative behaviors, including competence and aggression, were recorded. Plot summaries were also written for typical episodes. Research on the influence of television on children was reviewed. The analysis of stereotyping compared major and minor characters, occupations, number of wage earners by sex, number of behaviors by sex, male and female competence, characters by sex, occupation and behavior in commercials, and portrayal of women in housework and other chores. Suggestions were developed for changing the stereotypes. Typical programs were summarized and appraised. A bibliography is appended. (SK)