Roses and Roles: Unveiling gender dynamics in The Bachelor and The Bachelorette —a content analysis

Television proves to be an influential force that shapes (or even reproduces) hegemonic societal norms. Specifically, television often reflects a patriarchal cultural logic, where sexually active women are punished and sexually active men are rewarded; in feminist literature, this is known as the Madonna/Whore dichotomy. Through a content analysis of The Bachelor and The Bachelorette, this study sought to examine whether sexually intimate female contestants receive fewer roses than sexually intimate men. The findings suggest that female contestants on The Bachelor are more frequently punished for physically intimate behaviors, such as sex or kissing, than male contestants on The Bachelorette. In this way, these results demonstrate support for the Madonna/Whore dichotomy, as well as reinforce the televisual narrative that women are sex objects.