This paper places research findings within a social learning framework to demonstrate that television influences the development of sex typing in children. First, the presence of sex-typed content in television programming and advertising is documented. Then, the nature of children's attention to and comprehension of televised messages is reviewed. Finally, behavioral effects after exposure to sex-typed television content are examined. Although children can learn both traditional and nontraditional values from television viewing, research findings clearly document that for the past 30 years, television content has overwhelmingly reinforced children for adopting traditional sex roles. Recommendations are offered for moderating these effects. (Author/RH)