In this paper, my focus is the ways the narrator, lexis, irony and the juxtaposition between visuals and lexis challenge ‘conservative’ gendered themes – defined as those that sustain unequal power relations between men and women – in the Greek fictional TV series Σχεδόν Ποτέ (ΣΠ) (‘Almost Never’). I embark upon such an exploration in my broader analysis of how women are construed in terms of gender roles and sexual practices, and of how these construals are recontextualized by the audience (female focus groups). To this end, I employ an adapted Faircloughian CDA framework of analysis (mainly Fairclough 2001a, 2001b, 2003). I also argue that there can be alternative/multiple readings, as in some cases the challenge may be more obvious than in others, and may or may not be read as such. These alternative/multiple readings are inherent in fiction, and also in line with recent calls within CDA. Finally, such challenges to ‘conservative’ themes can be seen as indicative of the social change in terms of gender roles that it can be argued (urban) Greek society is going through.