Sexual Socialization Messages on Entertainment Television: Comparing Content Trends 1997–2002

Previous content analyses of sex on television have relied on differing measures and sampling strategies, which makes it difficult to compare patterns of sexual portrayals over time. This large-scale study (N = 2,817 programs) examines the sexual messages presented on television across both broadcast and cable channels over a 5-year period, applying identical measures to three biennial samples of program content. Results demonstrate that sexual talk and behavior are highly frequent aspects of the television environment. Talk about sex is shown more often than sexual behavior, though both types of content increased significantly from 1997/1998 to 2001/2002. Over that time span, the percentage of shows portraying sexual intercourse doubled from 7 to 14%. Results also show that topics related to sexual risks or responsibilities (e.g., condom use, abstinence) are increasingly included on television, but nonetheless remain infrequent overall. Such safe sex messages occur most frequently in program environments where they are most relevant (i.e., when sexual intercourse is included in the story). The content analysis findings are discussed in terms of their implications for audience effects.     

Who Wants to Marry a Millionaire? Reality Dating Television Programs, Attitudes Toward Sex, and Sexual Behaviors

Past research has revealed associations between television viewing and sexual attitudes and behaviors. We examined a burgeoning new television genre, reality dating programs (RDPs). Undergraduate students (ages 18–24) reported their overall television viewing, their RDP viewing, and their involvement with RDPs (watching in order to learn and watching in order to be entertained). They also completed measures of attitudes toward sex, dating, and relationships, and answered questions about sexual behavior. Most participants were occasional or frequent viewers of at least one RDP. Men reported using RDPs for learning more than did women; there was no gender difference in use of RDPs for entertainment. Total amount of RDP viewing was positively correlated, for both men and women, with adversarial sexual beliefs, endorsement of a sexual double standard, and the beliefs that men are sex-driven, that appearance is important in dating, and that dating is a game. In all cases, however, these relationships were partially or totally mediated through viewer involvement. Men and women who watched RDPs tended to be less sexually experienced; there were few other correlations with sexual behaviors.     

<Emphasis Type="Italic">Girls</Emphasis> and Sex: A Content Analysis of Sexual Health Depictions in HBO’s <Emphasis Type="Italic">Girls</Emphasis>

Sex on television has been a topic of interest to scholars and critics alike. History has shown that certain programs break the mold when talking about sex. One show that is currently leading this trend is HBO’s Girls, a fictional comedy-drama show with 4.1 million viewers that has received much attention for its portrayals of sex. This systematic, quantitative content analysis is a case study of the first three seasons of Girls. It examines sexual behaviors, sexual talk, and sexual risk and responsibility. Results revealed kissing to be the most prevalent sexual behavior and talking about own or other’s sexual interests/actions was the most frequent form of sexual talk. Most surprisingly, sexual risk/responsibility was represented much more in Girls than in shows evaluated in previous television content analyses.     

The readability of educational materials written for parents of children with attention-deficit hyperactivity disorder

Health-care providers are relying increasingly on printed materials to educate patients and their families about varous aspects of their health or mental health conditions. For the target audience to be able to read and understand health brochures, they should be written at or about the 8th-grade level and incorporate variables that facilitate comprehension. The purpose of this study was to analyze brochures related to Attention-Deficit Hyperactivity Disorder to determine (a) if they were written at a level appropriate for the target audience, and (b) the extent to which they incorporated variables identified in the research literature as facilitating comprehension. The results showed that the brochures were written at a reading level beyond that of the target audience. Further, although the brochures incorporated a large number of variables which facilitate comprehension, many were not used to the extent necessary to ensure that readers would be able to understand the brochures. These results clearly indicated the need for health care materials to be written in such a way that they can be read and understood by the target audience.     

Messages about sex in the workplace: A content analysis of primetime television

Because television has the potential to shape cultural beliefs about both sexual norms and appropriate workplace behavior, it seems important to examine TV’s portrayal of “sexual etiquette” in the workplace. In a content analysis of two episodes of every primetime comedy aired on all broadcast and cable networks during fall 2000, we coded every sexual remark and behavior made in a workplace scene. Across all networks, 85 percent of programs and one in four workplace interactions contained some type of sexual content. Overall, a viewer is likely to hear eleven sexual remarks and see two to three sexual behaviors in a workplace setting per hour; this jumps to twenty-three remarks and nine behaviors on cable networks. Sexual remarks were mostly explicit, made in an office setting, by White men, and were rarely (1.4%) about sexual harassment or discrimination. Although sexual content in the workplace was generally less common on broadcast than cable networks, a broadcast network (Fox) actually had the highest overall rate, with sexual content in 38 percent of workplace scenes. Given that research suggests that TV teaches youth about sexuality and cultivates sexual attitudes and beliefs consistent with televised portrayals, it is alarming that youth may learn from television that sex in the workplace is not only commonplace, but also to be tolerated and enjoyed.     

That Was a Great Commercial,but What Were They Selling? Effects of Violence and Sex on Memory for Products in Television Commercials1

College students (N = 324) watched a television program containing violence, sex, or no violence or sex. Each program contained 3 violent ads, 3 sexual ads, and 3 neutral ads. Participants were less likely to remember the advertised brands when the ads were embedded in a violent or sexual program than when the ads were embedded in a neutral program. Violent ads were the least memorable. This memory impairment occurred for both males and females, regardless of the content of the ads. If advertisers want viewers to remember advertised brands, they should think twice about sponsoring programs containing violence and sex.     

Nonverbal Behaviors and Perceptions of Sexual Intentions: Effects of Sexual Connotativeness,Verbal response,and Rape Outcome

Through the exchange of nonverbal and verbal behaviors, a man and a woman on a date negotiate situated identities. However, a woman's nonverbal and verbal behaviors may reflect an identity discrepant from the one she intended to project, leading to miscommunication between men and women regarding the woman's desire for sexual activity. In Experiment 1, subjects read scenarios in which a woman, Mary, engaged in behaviors that were low, moderate, or high in the degree to which they connotated a desire for sex. In addition, they learned that Mary responded to her date's sexual advances either by saying "no," or by slapping him, or they received no information regarding Mary's verbal response. Subjects were also informed that Mary's date either did or did not force her to have sexual intercourse. Subjects perceived Mary more sexually as her behaviors increased in sexual connotation. In addition, they perceived that Mary desired sex more when no information about her verbal response was provided than when she resisted her date's sexual advances. Subjects also rated the woman more negatively when her nonverbal behaviors were incongruent with her responses to her dale's sexual advances. Contrary to previous research, little evidence of victim derogation was obtained. Results from Experiment 2 showed that men and women agreed in their perceptions of a woman whose behaviors connoted a high interest in sex, but that men perceived behaviors low in sexual connotation ore sexually than women. Implications of the data for understanding sexual miscommunication between men and women as well as reactions to rape victims are examined.     

African American Clergy Share Perspectives on Addressing Sexual Health and HIV Prevention in Premarital Counseling: A Pilot Study

This exploratory qualitative pilot study examined the extent to which seven African American clergy discussed and promoted sexual health dialogue with couples preparing for marriage. We explored the following topics: (a) clergy perspectives on disclosure; (b) clergy awareness about HIV/AIDS and (c) the extent to which clergy awareness about HIV is translated into their premarital counseling programs. Our results suggest that greater awareness and comfort level with discussions about sexuality mediate the inclusion of sexual health and promotion of HIV testing in premarital counseling.     

Television Situation Comedies: Female Weight,Male Negative Comments,and Audience Reactions

A content analysis of 18 prime-time television situation comedies (two episodes each) examined the body weights of 37 central female characters (92% White, 8% Black), the negative comments they received from male characters about their weight or bodies, and the audience reactions (e.g., laughter) following the negative comments. It was found that (a) below-average weight females were overrepresented in the programs, (b) the heavier the female character, the significantly more negative comments were made about or to her, and (c) negative comments were significantly associated with audience reactions. These results indicate that situation comedies present males making derogatory remarks about heavier women's weights and bodies, with this behavior being reinforced by audience laughter. This combination of thinness modeling and vicarious reinforcement likely contributes to the internalization of gender and weight stereotypes which deleteriously affect the health of female adolescents.     

The role of television in language acquisition

The conventional view among developmental psychologists is that television viewing does not contribute to a young viewer's language acquisition. That assumption is challenged. Evidence is presented that suggests that children can learn about language as they view television: (1) From age 2, children attend to television and view in an active, purposeful manner. (2) Some programs present dialogue in an attention-getting, content-redundant context. (3) Children can learn word meanings when viewing. (4) Children draw upon television as a source of verbal routines for their own play interactions.     

“It is Good to Know Now…Before it’s Too Late”: Promoting Sexual Health Literacy Amongst Resettled Young People With Refugee Backgrounds

Little is known about access to sexual health information amongst young people with refugee backgrounds living in countries of resettlement. This paper reports on a study of sexual health amongst recently arrived young people from refugee backgrounds in Melbourne, Australia. The study employed qualitative research methods to explore and describe how resettled youth access, interpret and implement sexual health information. Between August and December 2007, data was collected through 23 focus group discussions and 14 in-depth interviews involving 142 young people with refugee backgrounds. Participants were purposively selected to reflect the ethnic composition of humanitarian entrants to Australia over the past 3 years. Their countries of origin included Iraq, Afghanistan, Burma, Sudan, Liberia, and Horn of Africa countries. The findings highlight how young people with refugee backgrounds are disadvantaged in relation to access to sexual health information. Young people had little knowledge of sexual health or STIs apart from HIV/AIDS. While they are aware of potential sources of sexual health information, few of these sources are utilized. Specific barriers to learning about sexual health include concerns about confidentiality, shame and embarrassment when discussing sexual health, and the competing demands of resettlement. The paper argues for sexual health promotion to be an explicit part of early resettlement services for refugee youth, and the implications for the development of appropriate sexual health education programs are discussed.     

Latina college students' sexual health beliefs about human papillomavirus infection

To examine Latina college students' sexual health beliefs about human papillomavirus (HPV), 16 self-identified Latina college students from a large Midwestern university participated in three focus groups. The authors found that participants' knowledge of HPV and cervical cancer was extremely low. Women did not obtain Pap screenings consistently, nor did they use condoms in a consistent manner. They perceived that cultural norms that support silence about sexual topics hinder their knowledge acquisition about sexual issues. Participants also recognized that their insufficient knowledge could jeopardize their health and expressed a willingness to actively stop this intergenerational cycle of silence within their families. Findings highlight the importance of incorporating cultural considerations when designing research and educational programs with Latina college students.     

The effects of television form and violent content on boys' attention and social behavior

An experiment is reported that examined the independent effects of television content (violence) and television formal features (action level) on children's attention to programs and their postviewing social behavior. Pairs of preschool boys participated in two experimental sessions in which they saw animated and live television programs that varied in violent content (high or low) and formal features (high or low action level). They then played with toys that contained cues for either aggressive or prosocial interaction. Rapid character action facilitated visual attention to the programs; violent tv content did not facilitate attention. On measures of social behavior, strong effects of toy cues were found independently of television treatment effects. Aggressive toys produced aggressive behavior, and prosocial toys produced prosocial behavior; these patterns included some nonspecific, generalized influences in addition to direct demands of the play materials. Violent tv content led to changes in subjects' style of interaction and was also associated with increases in some prosocial behaviors. Television action level had no systematic effects on subjects' behavior. Results are discussed within the theoretical frameworks of observational learning and general arousal. Implications for children's television programming are also discussed.     

Violence and sex in television programs do not sell products in advertisements

Adults (N = 336) 18 to 54 years old watched a television program containing violence, sex, both violence and sex, or no violence and sex. Programs were shown in a comfortable room containing padded chairs and tasty snacks. Each program contained the same 12 ads. Embedding an ad in a program containing violence or sex reduced (a) viewers' likelihood of remembering the advertised brand, (b) their interest in buying that brand, and (c) their likelihood of selecting a coupon for that brand. These effects occurred for males and females of all ages, regardless of whether they liked programs containing violence and sex. These results show that violence and sex in television programs do not sell products in advertisements.     

Longitudinal Effects of Television on Children's Leisure-Time Reading A Test of Three Explanatory Models

Using a sample of 1,050 Dutch elementary schoolchildren who were in Grades 2 and 4 at the outset of the research, this study investigated (a) the longitudinal effects of television viewing on the frequency with which children read books and comic books at home, and (b) the causal mechanisms that underlie television's effects on leisure-time reading. The children were surveyed three times, at 1-year intervals. Structural equations analysis suggested that television viewing reduced children's comic book reading only in the period from Year 2 to Year 3. Book reading, however, was found to be reduced by television viewing over both measurement periods. The data suggest that two causal mechanisms underlie television's reductive effect on children's book reading: (a) a television-induced deterioration of attitudes toward book reading, and (b) a television-induced deterioration of children's ability to concentrate on reading.     

Bystanders’ Reactions to Sexual Harassment

The purpose of this investigation was to examine bystanders’ reactions to observing sexual harassment. Undergraduate students (n?=?107 and n?=?122, respectively) in the Southwest U.S. participated in two experiments in which they read about cases of sexual harassment and responded with their preferred punishment for the offenses. Findings from both studies demonstrate the importance of (a) a proactive organizational culture, (b) handing down punishments for sexual harassment that match both the severity of the infraction and the culture of the workplace, and (c) remaining cognizant of the potential differences in the ways women and men respond to observing sexual harassment in the workplace.     

Sexual and Violent Media's Inhibition of Advertisement Memory: Effect or Artifact?1

Research ( Bushman, 2005 ; Bushman & Bonacci, 2002 ) has claimed to demonstrate that sexual and violent content in television programs inhibits viewers' memory for advertisements. However, that research failed to adequately control other aspects of the programs' content, making interpretation problematic. The present paper attempts to correct these flaws. Studies 1 and 2 demonstrate that if other aspects of show content are held constant, sex and violence alone do not affect memory for advertisements. Study 3 provides evidence that while sex or violence does not affect memory, other aspects of program content (e.g., plot, humor) do have a significant influence on advertisement memory. Implications of this research on the interpretation of previous research are discussed.     

Remembering stories as a function of the medium of presentation

Participants (50 women, 35 men) either watched, listened to, or read a piece of fiction for television. An immediate cued recall test showed, as predicted, that the group who read the piece remembered more than either of the other two groups. This confirms previous findings on adults that recall of material presented in the print medium is superior to that from audio-only and audio-visual presentation.     

Classifying a Person as a Sexual Partner: The Impact of Contextual Factors

This study assessed the influence of five factors on respondents' judgments of whether two hypothetical actors, Tom and Lucy, would consider each other to be "sexual partners." The factors were: respondent's gender, actor's gender, type of act (vaginal, anal, or oral intercourse), frequency of act (once, several times), and actors' dating status (not dating, dated once, dated for three months). 223 undergraduates (mean age 22.2 - 2.2 years; 65% female) read 16 hypothetical heterosexual behavior scenarios featuring Tom and Lucy and judged whether Tom (Lucy) would consider Lucy (Tom) to be a "sexual partner." Respondents thought the actors would be more likely to consider each other sexual partners if they had engaged in vaginal or anal intercourse as opposed to oral sex; if they had more frequent sex; or if they were in a steady dating relationship. Researchers and health care professionals should take contextual/situational factors into account when they ask respondents about their sexual partners.