Abstract

This study explores the presence of different moral natures—neutral, good, bad, ambivalent—and its association with sociodemographic characteristics in 3 television genres, through content analysis. Results show that morally ambivalent characters dominate the cast of fiction, whereas neutral characters form a majority in news and information programming. In all genres, morally ambivalent characters are typed by social and professional transgression, while morally bad characters are typed by transgressions of the law. Although two thirds of all transgressions are punished, morally bad characters are always punished, whereas morally ambivalent characters more often get away without consequences.