The portrayal of men and women in the media can influence people's perception of desirable and undesirable gender roles, as well as normalize stereotypes. Within the context of a long-standing television show that captures the attention of numerous viewers, there arises a need to explore the content that engages its audience. This research provides insights into the representation of gender within the television show "Ljubav je na selu" (Farmer wants a wife), with the aim of understanding gender roles, characteristics, stereotypes, and deviations from traditional patterns within the narratives/portraits of selected subjects. The ultimate goal was to uncover how this show portrays gender roles and contributes to understanding the media's influence on shaping opinions. The appropriate qualitative method for investigating audiovisual media, in this case, television, was multimodal discourse analysis. The analysis involved reviewing the first episode of the 14th season of the show and recording data on three levels: sociodemographic data of the selected candidates, their quoted statements, and the interpretation of verbal and nonverbal elements, along with their multimodal analysis. The analysis reveals a blend of traditional and progressive elements among male subjects who simultaneously conform to and question gender norms. Implicit gender biases manifest in the portrayal of women, who are predominantly evaluated based on their ability to fulfill traditional gender roles. The results indicate that the media's construction of roles for men and women largely resides within traditional frameworks of gender representation, and within the show, gender stereotypes are further solidified that could influence societal beliefs. This implies a need for more comprehensive gender portrayals in the media to transcend outdated norms.