Sex in Mass Media

Samantha Allen
Chandler Crawford
Ese Evbuomwan-Owa
Lindsey Markle Sex in Mass Media and its Sociological Effects on Teenagers The average teenager watches television for about 23 hours a week. While watching television, he or she is exposed to many sexual innuendos in the shows that he or she watches. As parents and facilitators are trying to fight against sexual activity at a young age, everything they say is being contradicted by the programming the American youth is watching on a daily basis. How is the message of abstinence ever going to out way the message that sex is an acceptable activity for the younger generations? This is not something new to television for adolescents, but it is something that is getting progressively worse and more acceptable to the general public. Alarmingly, the reality shows that are on television today are infused with unsuitable sexual connotations. Even the commercials use sex as a way to sell their products, even for the simplest of items such as a soft drink. The most unsettling thing about the commercials is that they use sex to advertise for miscellaneous items, but people do not take advantage of them to try to educate the youth about abstinence or to explain contraception measures and protective measures. Today 's youth is spending more time in front of the television in one week than they spend in school. Out of all of the homes in America 98% (Nielsen Media Research, 1998) of them have a television set available for family use. L Goodstein and M. Connelly say that 66% of the children in these households have a television in their bedrooms. Amongst these children most of them watch about a half an hour more television a day than the children without. This is allowing them to watch more television and be exposed to materials children should not encounter. The American academy of pediatrics recommends no more than two hours per day of media exposure. They suggest the best way to lessen their media exposure is to watch television with your children and monitor what they watch. You always hear about how violence in the media has an affect on the children but what about the sexual activity and sexual innuendoes on the shows they are watching? Almost 20 years ago the average numbers of sexual acts on television per hour were 2.3 and ten years ago the average was 8.5 sexual acts per hour, which is an increase of over 200%(Children Now and the Kaiser Family Foundation)! In scenes between unmarried partners less than 9% come to the conclusion that having sex for any reason is inappropriate (Children Now and the Kaiser Family Foundation). More that half of the characters encourages premarital sexual relations. One out of every five scenes with premarital sex involves teenagers. 42% of the characters condone sex while only 25% criticized it (Advocates for Youth). Today, reality TV is the big thing and there is just as much sexual activity in reality shows as regular televisions shows. The correlation of these show portray the lives of real people. If teens see real people have sexual relationships on these reality shows they do not see them as characters anymore. These are real people with real lives and this is how they live, so it must be alright to act this way. One of the worst of these reality TV shows is the "dating shows". One example of this is the Elimidate show, one girl or one guy will meet up with 4 people of the opposite sex. Couples hook up for one night and if all goes right the show ends up in a hot tub that in a lot of times will then lead to spending the night together. One then goes through a series of rounds to eliminate one person each round. The purpose of this show is to find someone they can "hook-up" with for the night. These shows are not meant to try to find the love of your life, just to find someone to have fun with for the night. By showing real people looking for someone that they just want to sleep with at the end of the night and never talk to again is sending the wrong message to teens. It says that it is okay just to try to find someone for the night to fill your sexual urges. Even the most popular shows like Survivor or The Real World will take time in the show to show the night scenes between couples. Even if there is nothing going on between the two people they want to make you think that maybe something is going on. This is how they try to keep people interested; sex sells so they will use this to promote what is going on in the show. Commercials are also a big contribution to the unnecessary sexual implications that adolescents watch besides in the television shows. By the time a person is eighteen years of age they have already watched three hundred and fifty thousand commercials (Advocates for Youth). Most commercials have several sexual innuendoes in them to bring interest to male audiences. The ironic part of the whole scenario is that only 40% of men will not ever pause for a commercial, they will flip through the channels and channel surf instead (Christenson and Roberts 123). For example, the phone sex operator lines that are on local basic television channels after 11:00 p.m. during various basic television programs. What kind of message are the children getting from this? Compared to all of the commercials that use sex to sell products there are very few commercials that will try to promote safe sex. Condom commercials are televised but not very often and they do not explain why you need to take advantage of this product. Teens should know that the risk of pregnancy and STD 's are lessened but not impossible with the use of condoms. Networks will very rarely show contraceptives because they believe they would upset the moral views and taste of their viewers. Why not show the ways to protect yourself from the dangers on sex when networks are showing the activity in theirs shows? Why don 't channels have public service announcements that promote abstinence? They have them to fight against drug use, drinking, and smoking; where are they to help you talk to you children about no having sex until they are old enough to know what it is about and to save yourself for someone you care about. Television has a strong influence on the way teens view sex. Sources show that 3 out of 4 teenagers believe that seeing sex on television and seeing the portrayal that it is okay is a reason they decide to have sex (The Alan Guttmacher Institute). Teens say they learn a lot about sex from what they watch on television. They do not see the consequences that their actions might have because the shows they see do not show the repercussions that sex may have. When they finally realize what may happen from sex, it is too late. Programs need to explain the risk and not make it look so harmless to participate in these actions so that teens will see that sex isn 't as great and harmless as they may have previously been shown to believe. Sexuality has made a transition from television into music. This is quite evident in today 's music. Music today is littered with sex. Turn on any radio station or music channel and you will be bombarded with sexual images and language. Women will be objectified as nothing more than sexual beings whose only purpose is to please a man. In many music videos women can be seen dancing provocatively and being degraded verbally by men. Music has a huge impact on society and can desensitize sexual issues especially that of the young (Razetto). Sex has been used to sell records for decades and probably will continue to do so. With all the forms of music out there almost all of them have some form of sexuality in it. In music videos 6 out of every 10 videos will show some form of sexual behavior. Most likely with the women being the objects of a man sexual affection. The music industry has discovered that exploiting a women 's sexuality will sell records. This has been known for years, but in recent decades it has become more prevalent. A few decades ago such blatant sexuality was unheard of in music. Of course there was sexuality in music, but the music of that time had more sexual themes than the actual reference to the sexual act (Razetto). In the 1920 's jazz artist such as Bessie Smith had some very provocative music for her time with song titles such as "You 've Got to Give Me Some." This is an example of a song having a sexual theme without any references to sex. No where in the song does she mention any graphic sexual language(You 've Got to Give Me Some Song Lyrics). Also, there were no music videos to accompany her words. Now with music videos 93 sexual situations can be viewed per hour with 11 showing hardcore scenes such as intercourse or even oral sex (Teen Sexual Behaviors: Issues and Concerns). Sexually themed music of Bessie 's time was for adults and was exposed only to adults. It was not targeted to children like much of today 's music is. Despite the fact that the 1950 's were a decade of conservatism there were many artists that still pushed the envelope such a Ray Charles. Much of his music had sexual themes. But just like Bessie Smith 's music the sexual acts he was referring to were more of an implied act and his music was still targeted to an adult audience. Millie Jackson was so risqué with her music that in the 1970 's several radio stations would ban her music for years. In the 1980 's there was Prince. He wrote songs such as "Soft and Wet." Concerning the sexual themes in his music Prince has said that he was never dirty just seductive. He says that he always tries to keep the sensuality in his music and that it was never done in a spirit of misogyny or meanness (Take Back the Music Campaign). In the late 1980 's early 1990 's music began to make a shift. Sexuality became a big part of music. In earlier decades it was not as common for songs with sexually suggestive lyrics to be played at 3 o 'clock in the afternoon as it is today. With changing technology many things involving music were about to change. In the 1980 's cable television came along, and music channels such as MTV and BET were made. And with the music channels came music videos. Music videos gave a story to a song 's lyrics. Now you could not only hear the song, but you could also see it acted out. Songs that were sexually suggestive and even those that were not brought sex into millions of households. It was already known that sex will sell records, but it was soon discovered the sex in music videos could sell even more. Music videos are now showing more sex per minute than any other genre out there (Teen Sex and the Media). One of the first videos to be banned from MTV was Madonna 's Justify My Love video. In the video were graphic images of homosexuality, which had never been explored in music videos before, images of group sex, and sadomasochism (Marin). Around the time of Madonna 's Justify My Love video and other music videos like it, teens experimenting in sexual activity and teen pregnancy increased. Sex was beginning to become viewed as something of little or no importance. Not only were music videos sexually graphic song lyrics became increasingly sexually graphic. In the early 1990 's a group called 2LiveCrew came along. There song titled Me So Horny was very controversy. The parental advisory stickers that now accompany CD 's can be attributed to this group. Parts of society were so outraged over the content of the song that they wanted to ban such records from even being recorded. Instead the parental stickers were created to be put onto CD 's to advice parents of the explicit content that would be contained on the CD. Teenagers who are already trying to rebel against their parents may see these CD 's with the parental advisory stickers on them as another way to rebel against their parents. And in effect what the stickers were created for; to keep children from hearing elicit content may not even be working. Children may intentionally look for a CD with a parental sticker. Much of today 's music has a parental advisory sticker. Today 's artist may even push for a sticker because they believe that it can help them sell records. The music that is sexually explicit today is targeted to a younger and younger audience. Back in the time of Bessie Smith her music was for adults and was listened to by adults. Now though, pop artists such as Britney Spears and even rap artists such as Nelly use sexuality to sell music. The fans of both artists are a much younger age than were the fans of Bessie Smith. These younger may try to emulate the language and even the style of dress of these artists. This is can cause young people to engage in sexual activities at a much younger age or in some cases experiment with drugs that they might not have before. The content of music has changed and probably will continue to do so. Not only has the content of music, another phenomenon has found to give a new mode to find information. The internet. In the past decade, the internet has become a pervasive part of our society. We use it in our everyday lives for everything from booking plane tickets to keeping in touch with friends and family. The internet is also becoming a crucial tool in the lives of teenagers. Teenagers are using the internet more frequently and are at risk of viewing adult and pornographic material. Although teenagers are using the internet more frequently then in the past research is still limited on the effect this increased usage will have on their socialization. Teenagers use the internet frequently and for a variety of different reasons. In one study it was found that 73% of teens 12-17 years old used the internet and 43% of those teens went online daily (Fleming and Rickwood 47). The Impact of the Media on Adolescent Sexual Attitudes and Behaviors Study found that children ages 9-17 use the internet four days a week and spend almost two hours online at a time (Wetzstein). The amount of information on why teens use the internet is still limited. However, new studies are starting to emerge. One such survey, conducted by American Online, of teens between the ages of 12 and 17 found that 81% of teens use their computer for email, 70% for instant messaging, 70% to play games online, 58% for homework, and 55% for music (Fleming and Rickwood 47). Teens also go online to seek out health information. At a meeting of the American Academy of Pediatrics it was reported that half of teens go online for health information and have more questions about sex than about other
Subject (Elias). Teens are using the internet to find health information and to ask questions they don 't feel comfortable talking to anyone else about. Surveys show that young people are using the internet to find information about sex online. In one survey titled Generation RX.com 75% of young people 15-24 said they had looked up health information online and of those almost half said they had searched for information on birth control, HIV/AIDS, and STD 's (Gardyn 14). In the same survey 49% of those surveyed said they looked up health information online at least once a month (Gardyn 15). Not only are teens seeking out health information and advice online they are taking what they hear to heart and using the same information to inform other teens about the same issues. In one survey it is noted that 39% of young adults had changed their personal behaviors based on health information they found online and 69% shared health information they found online with friends (Gardyn 15). Teens are also seeking out advice and answers to sex related questions online. There are many health sights geared directly towards teens. Two of the most popular are Sexetc.org and TeenHealthFx.com; both of these websites are supervised by doctors. Dr. Danene Sorace, who works with Sexetc.org, notes that many of the questions posted on her sight indicate that many girls are receiving false information about sex. The website answers questions from many girls who believe you cannot get pregnant if you have sex while menstruating and who believe sexually transmitted diseases cannot be transmitted through oral sex. Teens are able to have these misconceptions cleared up on websites without suffering the embarrassment of asking a friend or a parent. Although many teens consciously seek out sex advice and information online much of what teens see online in regards to sex comes unsolicited. Many online pop up advertisements are sexual in nature as are many e-mail advertisements. One survey of youth aged 10-17 found that 25% had been exposed to unwanted pornography while online and of those exposed 25% reported distress at being exposed (Fleming and Rickwood 49). In that same survey it is noted that of internet users between the ages of 10 and 17 19% had received an unwanted sexual solicitation (Fleming and Rickwood 49). In another study of teens ages 14-17 by National Public Radio, the Harvard Kennedy School of Government and the Kaiser Family Foundation 45% reported seeing a sexually erotic site even if by accident (Webster). Teens are also seeking out sexually explicit sites online and the effect of this material on teens is not yet clear. Pornography is easily accessible online to teenagers. Many websites simply have a warning that the site includes adult material and asks the user if they are over 18. A study by the Kaiser Family Foundation notes that 70% of 15-17 year olds have looked at internet pornography, much of it graphic hardcore pornography (qtd. in Jerome et al. 72). Research is currently scarce on the effects of internet pornography on teens. Patricia Greenfield, director of UCLA 's Children 's Digital Media Center, notes that, "pornography and sexual media can influence sexual violence, sexual attitudes, moral values, and sexual activity in youth", (qtd. in Wolpert). Ralph DiClemente, who is currently studying the effects of internet pornography on teens, says that "kids who view internet pornography may wonder if it 's okay to degrade their partner. They may dissociate sex from intimacy. Trying to bring those two elements together down the road may be very difficult", (qtd. in Jerome et al. 74). A study of adults who are repeatedly exposed to pornography notes that this exposure can be associated with the promotion of more permissive sexual attitudes (Fleming and Rickwood 51). The emerging studies point towards pornography having the same effects on children and teenagers. Conclusion Many researchers say that teenage exposure to "sexy" television and popular music. Teens must find a mode to find solid information other than their parents, implying a link between sexy media and adolescent development. In regards to our sexual society, Terece Brown (1993) concluded that mass media is an important provider of sex education for American teens. He also stated that almost 50% of adolescents report getting information about birth control from the media. Many of the analysis of television content found that sexuality had an automatic sense of commonality. Roughly, 1/3rd of the content of prime time shows are popular with adolescents. The media is commonly used to gain information about gender roles. Teens get socially acceptable ideas about what it is to be a man or a woman from images in movies, music, television and magazines. This is greatly facilitated by the fact that a teenager, more so than an adult, believes the portrayal of intimacy and sex on television are realistic. Sexuality and relationships are necessary to find one 's identity, and is tied to the use of the media by adolescent boys and girls. The media is believed to have a powerful impact on sexual attitudes as well as behaviors because teens spend more time watching TV than they do in school or with their parents. Sexual content on TV may influence adolescent teen behavior. Teens who watch "sexy" television are more likely to have had intercourse in that next year (Udry 5). Songs about love and romance have always been popular. However, the music popular with today 's youth is often harsh and sexually explicit. For example, research shows music does affect sexual mood. It does so by activating melatonin, the hormone from the pineal gland in the brain, which is turned on by darkness and turned off by flashing lights. It is the same gland that has been thought to trigger puberty and affects the reproductive cycle and sexual mood (Fleming 2). Many fear that the depiction shown through music has contributed to teen pregnancy, sexual assault, substance abuse, depression, and suicide. A teenager who is concerned with being "in" or "socially acceptable" would find, through information, what to do in a basic relationship concerning the opposite sex. That individual may turn to the media, say the internet, for information on kissing. This activity is depicted often, concretely, and in a variety of context. Also, knowledge can be gained and instruction can be given without the embarrassment of asking parents or peers. Both negative and positive advertising messages have been shown to influence young people, and calls on the mass media to promote responsible sex, and healthy living. In addition to showing unhealthy sexual lifestyles, entertainment may negatively influence other aspects of a teen 's physical and psychological well-being. Research suggests that media portrayals of unrealistic body images negatively impact teen 's self-esteem. Teenagers, especially young females, become unhappy with their bodies and may develop unhealthy eating behaviors in an attempt to achieve media-ideal body types. Although family and social relationships also have an influence, teens learn about society and sexual relationships from visual media images portraying body types, clothing, and other social norms. The structural-functional approach helps us appreciate the important role sexuality plays in the organization of society. There are certain things that an adolescent must have according to this paradigm. The first one is identity, discovering and understanding the self as an individual. Secondly is intimacy, forming close relationships with others. Thirdly is autonomy, establishing a healthy sense of independence. Fourthly, you have sexuality, coming to terms with puberty and expressing sexual feelings. Lastly, you have the overall achievement of becoming a successful and competent member of society. While these common goals are not unique to teens, they take on special significance because of the extensive social changes occurring in teens. They are the manifest functions of understanding oneself. If looking at the social dysfunction aspect, it then occurs in the aspect of the knowledge of sex. It is virtually unthinkable to speak about sex, but when all of the latent functions have occurred, i.e. STD 's, teen pregnancy, etc., society is quick to point fingers and blame the adolescent to which is has occurred. For parents of today, sex may have a considerable amount of negative connotations. They feel uncomfortable in discussing sex education with their children. Unfortunately, many parents are not aware that on an average, a child is exposed to almost 9000 sexual scenes per year. Many should know that sex is not always negative, but is an important aspect of our life. The main reason parents do not or cannot discuss sex education with their children is because of their cultural or social upbringing as well as their religious training. However, most agree that the central work of teenagers learning new things about life and the society in which they live. Many other aspects of that may include developing a positive body image, beginning to achieve economic and emotional independence, completely defining sex roles, developing relationships with the opposite sex, preparing for future occupational and family roles, and developing overall capability. The social-conflict approach highlights the inequalities that produce conflict and change. This paradigm, in the aspect of sex, states that sex has a cause and effect in the case of inequality. Teens gain ideas about what it is to be a man or a woman from images in popular music, movies, television and magazines. Things such as the media are commonly used to gain information about the opposite sex for example. This is greatly made possible by the fact that teens, more so than adults, believe that the depictions of intimacy and sex on television are realistic. Girls who are beginning to experiment with romantic/sexual relationships are drawn to media depictions of such relationships and use the information gained to direct their own behavior. Surprisingly, teenagers rate romantic relationships and sexual behaviors on TV as more believable than do their younger counterparts. 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 the media. Girls use the information from the media as discussion starters and to supplement sex education, whereas boys have reported that they consider the seeking and sharing of advice as "not masculine". Girls have also been reported as more likely to seek media showing romance and are therefore more likely to be exposed to sexual content. Based on content analysis research, many researchers have concluded that females are more likely to struggle with the balancing of messages sent by the media in regard to appearance, behavior, and social power dynamics than males do. With the dynamic impact that mass media has on females, it is no surprise that the teen pregnancy rate has increased by almost 20% in the past decade. The United States has the highest rates of teen pregnancy and births in the Western industrialized world, at a cost of at least $7 billion annually (NCPTP, 1997). More than four out of ten females become pregnant at least once before they reach the age of 20, nearly one million a year. Over 80% of these pregnancies are unplanned and over 80% are to unmarried teens (1997). Although this paradigm may highlight inequality, it pays very little attention towards REDUCING the inequality in society. The symbolic interaction is a framework for building theory that sees society as the product of the everyday interactions of individuals. People are shown as relating in terms of shared symbols and meanings. Looking at the social construction of sexuality, a lot of it consists of teen awareness of sex. Several decades ago, an individual 's adolescence was the time of her innocence when it came to sex. The great thing about this paradigm is that we as a society construct our perception of sex. This is helpful for our society because it allows individuals more freedom than other societies in matters of sexual behaviors. With all that has been said in regards to sex in society, one fact is definitely known. Mass media is society 's interpretation of the truth. We are always in pursuit of the right answers. How "right" is mass media? As we continue in the pursuit of answers as to why mass media is so effective and interpreted in this caliber, we definitely know how much it is affecting us in our society. That is the first stepping stone of finding "the truth". Further research on influence of mass media is necessary in order to enhance our understanding of communication systems in society. However, in the complicated context of personal and social influences, researchers may never be able to establish a causal relationship between mass media content and audience behavior. That is what the sociologic perspective is about. It changes with time, it leaves more room to teach and give us more to learn. There are always more questions to ask. Clearly, it is time to find at least some of the answers.

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