“…A recent study suggests that even though MACs have been part of the television landscape for a long time, over the last years there has been a significant increase in their presence in the television landscape (Daalmans, Hijmans, & Wester, 2013). Therefore, scholars have started to more systematically study characters with less clear-cut morality (e.g., Eden et al, 2011;Janicke & Raney, 2015;Krakowiak & Tsay-Vogel, 2013Shafer & Raney, 2012;Tamborini, Weber, Eden, Bowman, & Grizzard, 2010). Eden et al (2011) and Tamborini et al (2010) found that over the course of viewing narrative media, distinct hero, villain, and ambiguously moral characters emerge from ensemble casts, and can be identified by a) how well they uphold or violate moral norms, and b) how well they are rewarded or punished by the narrative, in line with ADT.…”