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

Abstract

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.

Sexuality, Contraception, and the Media

“…10 Between 1997 and 2001 alone, the amount of sexual content on TV nearly doubled. 9 So-called reality TV has also entered the picture. In 1997, there were only 3 reality dating shows; by 2004, there were more than 30.…”

“…6 content, yet only 14% of sexual incidents mention any risks or responsibilities of sexual activity. 8,9 Talk about sex on TV can occur as often as 8 to 10 times per hour. 10 Between 1997 and 2001 alone, the amount of sexual content on TV nearly doubled.…”

Representaciones de la sexualidad femenina en la ficción televisiva española

“…The importance of the context in the analysis of the characters' sexuality has been underscored by numerous researchers inspired by the social learning theory (Eyal and Kunkel, 2008;Farrar et al, 2003;Kunkel et al, 2007;Rivadeneyra, 2011). From a feminist perspective, contextual variables are essential to correlate gender inequality with other types of social inequalities, as Gamman and Marshment (1989: 7) pointed out in the 1990's, when they criticized the depoliticization made by psychoanalytic criticism of other power relations, such as class, race and generation.…”

“…The context of these representations, particularly the characterization of female characters, plays an important role in the treatment given to the construction of sexuality (Aubrey and Gamble, 2014;Eyal and Kunkel, 2008;Farrar et al, 2003;Kunkel et al, 2007;Rivadeneyra, 2011), nevertheless the setting in the past of 34 of the 84 analyzed programs does not substantially change their sexual characterization. Moreover, the central role played by infidelity in most of side storylines suggest the inextricability of sex and love relationships, emphasized by Giddens (1992Giddens ( /1993 in his seminal contribution to the subject.…”

Media Education

“…On prime-time TV, more than 75% of shows contain sexual content, yet for only 14% of sexual incidents is any mention made of risks or responsibilities of sexual activity. 12,13 In the first 10 months of 2004, the makers of erectile-dysfunction drugs spent nearly $350 million on advertising, which makes sex seem like a harmless recreational activity. 14 Major networks remain extremely reluctant to advertise birth control pills, condoms, or emergency contraceptives, which could avert thousands of unwanted adolescent pregnancies and elective abortions by adolescents each year.…”