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Comunicar Journal 68: Networks, social movements and their myths in a hyperconnected world (Vol. 29 - 2021)

Archetypes, Me Too, Time’s Up and the representation of diverse women on TV


Rocío Garrido

Anna Zaptsi


The feminist movements Me Too and Time’s Up have showcased the power of the audiovisual industry and social networks denouncing sexual harassment and promoting gender equality. Nevertheless, women in the media –and, specifically, on TV– continue to be underrepresented and stereotyped. Then, according to Time’s Up, it is urgent to increase the number of women in front of and behind the cameras, as well as to embed social movements’ influences on media productions in order to broaden the archetypal models used for characters' design/analysis. Despite the benefits of archetypes in storytelling, they are based on patriarchal and ethnocentric myths that undervalue female diversity. In response, this paper explores the transference of these feminist movements in terms of female presence and representation on TV series broadcast in the Peak TV era. From an intersectional approach, 25 feminist series were identified, and good practices in the portrayal of female characters are presented as useful role models for co-education which can contribute to egalitarian attitudes in youth. These female characters amplify typical archetypes (i.e., Knower, Carer, Striver, Conflictor, Everywomen) by defying stereotypes. This study concludes that there is a feminist trend in streaming platforms’ content, especially in series with a high female presence on-screen/off-screen (many of them linked to feminist movements), that sheds light on a more egalitarian and inclusive television landscape.


Feminism, Me Too, Time’s Up, archetype, stereotypes, TV serials

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