Techniques for recommending media are described. A character preference function comprising a plurality of preference coefficients is accessed. A first character model comprises a first set of attribute values for the plurality of attributes of a primary character. A second character model comprises a second set of attribute values for the plurality of attributes of a secondary character. The primary and secondary characters are associated with first and second predetermined salience values, respectively. A first character rating is calculated using the plurality of preference coefficients and the first set of attribute values. A second character rating of the secondary character is calculated using the plurality of preference coefficients with the second set of attribute values. A media rating is calculated based on the first and second salience values and the first and second character ratings. Media is recommended to a user based on the media rating.