A study investigated urban childrens' (N=150) responses to the science/technology role models on the television program "3-2-1 Contact" in relation to their gender, sex-role stereotype, and interest in science. Two primary questions were investigated: (1) What are the differences between boys and girls in relation to stereotypic self-definition (in terms of masculine and feminine trait stereotypes), stereotypes of males and females, and interest in mechanical and investigative aspects of science; and (2) What are the differences between boys and girls in relation to responses to same-sex and opposite-sex role models? When sex-role stereotypes and interest in science were considered, boys saw themselves and other males as more masculine than did girls. Boys had greater interest in mechanical aspects of science. Boys went down in mechanical interest and girls went up following viewing of the series. When responses to role models were considered, boys preferred and remembered more about males while girls had higher opinions of females. Attention was greater to role models at the beginning of the series. Both appeal and attitude were greater for the female models at the beginning and the male models at the end. (Author/JN)