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As one study found:
"Media effects theory and research indicate that television contributes to the sexual socialization of young people, although the nuances of that relationship are not yet fully understood. Young people report that they often turn to television to gain perspective on such questions as with whom to have sex, when it is appropriate to have sex, and what precautions, if any, are called for. Our evidence makes clear that television, through its themes and storylines, offers plenty of answers." (Farrar et al. 2003)
This is quite a perplexing scenario. On the one hand, we do not want sexual material in the media, on the other, teenagers report that they sex information through media which might actually make some of them wise about sexual encounters. But while this cannot excuse the increase of sexual imagery on media, it gives the policymakers a hint about how to use television more positively when it comes to sex. Instead of trying to stop sexual content, it is best to counteract it with an even better strategy i.e. use television and other mass media to raise awareness about the risks and responsibilities associated with engaging in sexual activities. Farrar et al. (2003) study found that while sexual content was present in many television programs, in some of these shows, there was a discussion on the risks and responsibilities as well. But since this happened in less than 10% of such shows, it was not possible to fully grasp the message and understand the other side of sexual activities. They report:
"The relative lack of attention to sexual risk or responsibility topics...
Greater investigation of the role of media in shaping sexual beliefs, attitudes, and behaviors is urgently needed. Given the extent to which television addresses sexual topics and the importance of sexual health concerns in our society, such knowledge is long overdue."
Sexual content in mass media is now simply unavoidable. We can however change the way these images are perceived by counteracting them with a more effective policy and strategy. Intense media campaigns opposing the sexual proliferation and educating the youth about risks and responsibilities will have a far better impact on viewers than simply cursing sexual messages in the media.
References
Barry S. Sapolsky, "The Attraction and Repulsion of Media Sex," Journal o / Broadcasting and Electronic Media 47 (2003): 296.
Farrar K., Dale Kunkel, Edward Donnerstein. (2003) Sexual Messages during Prime-Time Programming. Sexuality and Culture, Summer.
"AFA Action Alert! Abercrombie & Fitch Offers Porn-filled Christmas Quarterly" Online November 14, 2002.
"Calvin Klein: A Case Study." Online. 2003. < http://www.media-awareness.ca/english/resources/educational/handouts/ethics/calvin_klein_case_study.cfm>. (July 27, 2009).
Collins, Sean T. "Quarterly Concern: The Boycott of Abercrombie and Fitch." Online. July 29, 2001. <http://www.disinfo.com/pages/dossier/id1439/pg1/>. (July 25, 2009).
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