‘What Would the Neighbours Say?’

This chapter discusses portrayals of attitudes towards and experiences of gender and sexuality diversity in The Archers and discusses the role of media in shaping social change. Using existing data on attitudes across the UK, a survey was developed for The Archers’ audience to measure listener perceptions of key character attitudes. The survey findings are compared against the UK data. Broadly, the audience perceived characters in The Archers as reflecting a similar attitudinal spread to the UK. However, irrespective of attitudes, within The Archers, there is a lack of representation of the experiences of gender diversity or alternative forms of sexuality. In conclusion, I argue The Archers could do more to drive social change by featuring a wider range of gender diversity and non-heteronormative queer experiences.