Drawing on initial findings based on textual analysis, this paper discusses the representation of gender roles in UK pre-school public service broadcasting (PSB) television programmes, specifically aired on CBeebies. The analysis presented here is taken from the first part of a larger, multi-method doctoral study that will also undertake empirical research with children. The research asks how gendered behaviours are learned and adapted by pre-school television and aims to better understand how

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... hildren learn about and adapt (or not) their behaviour to conform to (or challenge) normative gender roles represented on public service broadcasting television. The paper also emphasises the importance of the role of public service broadcast television in shaping and representing gender roles due to its prominence, popularity, and civic educational responsibilities. This research uncovers, through the textual analysis, how the biggest children's PSB outlet represents gender and, in turn, educates children about gender.