The interrelationships among perceived sex role of self, sex roles of parents and friends, and sex roles of television-situation-comedy characters were investigated by this study. Individual preferences for characters in four TV programs--"All in the Family,""Rhoda,""Mary Tyler Moore," and "The Bob Newhart Show"--were also assessed. Seventy Lewis and Clark College undergraduates and 70 adult residents of Lake Oswego, Oregon, were rated as either high in masculinity (HM), high in femininity (HF), or androgynous (AD)--possessing an equal balance of masculine and feminine traits. Although little correlation existed between sex role of self and sex roles of parents, a relationship was apparent between sex role of self and sex roles of friends. Student and adult AD groups tended to have more androgynous friends, while HM and HF groups preferred friends of their own sex types. Similarly, while adult HM and HF groups preferred TV characters of their own sex, neither the adult AD group nor any of the student groups expressed a preference for characters of either sex. Subject ratings of sex-typed behavior in the TV characters themselves suggest that "sex appropriate" behavior is an important factor in the characters' success. (Author/KS)