How exposure to sex-positive TV shows relates to sexual partner communication and safe sex intention

Abstract

Although exposure to sex in media has been researched extensively in terms of its relationship to viewers’ attitudes and behavior, there has yet to be research on sex-positive sexual content and how that may lead to differences in behavior and attitudes. This thesis examines the potential relationship between exposure to different types of sexual content in television shows and viewers’ sexual communication practices and safe sex intention. Using crowdcoding to assess the content types, this study asked young adult respondents ages 18-22 years (n=128) to indicate the extent to which the shows featured sex-positive and risky sexual content. Using these ratings, exposure scores were calculated for a new samples of young adults ages 18-22 years (n=332), who were asked about how often they watched the rated shows as well as their personal attitudes, beliefs, sexual communication practices and intention to have safe sex. Based on Social Cognitive Theory, regression analyses were conducted to estimate the relationship between exposure and behavior (communication and intention), and whether the relationships were mediated by scripts, attitudinal, and efficacy constructs. Findings indicated several significant positive relationships between exposure to sex-positive TV and variables such as positive sexual scripts. Additionally, exposure to sex-positive television was positively related to safe sex intentions even when considering exposure to risky sexual content. By focusing on sex-positive content, this thesis offers a new perspective on the relationship between viewing sexual content on television and viewers’ attitudes and beliefs in terms of their own sexual behavior. The general conclusion of this study is that, although much research is still needed in this area, examining sex-positive sexual content in television offers unique implications which are discussed.