Adolescent and parent perceptions of media influence on adolescent sexuality

Adolescence, Summer, 2004 by Ronald Jay Werner-Wilson, Jennifer Lynn Fitzharris, Kathleen M. Morrissey

The gender of the adolescent has also been shown to be associated with media influence. For example, Baran (1976) examined the influence of perceptions of sexuality on television and satisfaction with sexuality. While no direct influence of television on sexuality was found, Baran did find that males were more likely to report higher levels of satisfaction with their first sexual experience and lower levels of satisfaction with their virginity. Brown and Newcomer (1991) found that males were less likely to be virgins than were females, and that while females were more likely to watch television, sexual status (virgin or non-virgin) was related to the amount of sexual content viewed on television. In addition, females appear more likely to hold conservative attitudes regarding sexuality (Calfin, Carroll, & Schmidt, 1993). Strouse, Buerkel-Rothfuss, and Long (1995) revealed similar findings regarding males being more likely to engage in premarital intercourse and to have liberal attitudes about premarital sex. Similarly, adolescent females seem to be more likely to watch soap operas and MTV, and to spend more time listening to music (Stouse & Buerke-Rothfuss, 1987). In a qualitative, multi-method study, Steele (1999) also found that gender differences might be present in the selection of media to be viewed or listened to. Adolescent girls also appear to be affected differently by print media and are more likely than young males to read and have positive attitudes toward magazines. Girls use these magazines as discussion starters and to supplement sex education classes, whereas boys have reported that they consider the seeking and sharing of advice unmasculine behavior (Kehily, 1999). Girls have also been reported as more likely to seek media showing romance and are therefore more likely to be exposed to sexual content (Donnerstein & Smith, 2001). Based on content analysis research, Durham (1998) concluded that girls are likely to struggle to balance the messages sent by the media in regard to appearance, behavior, and social power dynamics.

Other characteristics of adolescents that have been associated with sexuality and the media include race, class, and family environment. Both verbal and non-verbal messages regarding sexuality have been found to be related to the sexual behavior of European American female adolescents, but not African American females. African American females also appear to be more likely to recall more non-traditional messages on television (Ward & Wyatt, 1994). African American females have been reported as watching more television than do European American adolescents (Brown & Newcomer, 1991), and ethnicity has been noted as a selection factor for types of media sought by both European American and African American teens (Steele, 1999). Based on a qualitative study of adolescent middle-school girls, Durham (1999) concluded that race and class play a part in the sexual socialization of young girls with the dominant culture more likely to pay attention to mass media. In addition to race and class, overall family satisfaction was considered and found to be the most consistent moderator between media variables and sexual permissiveness in a study examining gender, race, and family environment (Strouse et al., 1995). Since not all adolescents are affected by media in the same way, certain moderating variables such as gender and family environment may be significant (Malamuth & Impett, 2001).