COM564

Tenae Daley

Due: December 8, 2017

Final Project Proposal – Is there a relationship between sexual content in television shows

and sexual activities in adolescents?

Introduction

Sexual exploration often begins during the period of adolescence. During these formative years,

many ask their first questions about sex and begin to experiment and discover their sexuality.

Over the years, more and more adolescents have become sexually active and are also

participating in such activities at an earlier age. Evidence of this is seen in the increasing number

of teenage pregnancies and sexually transmitted diseases. Many of these adolescents are being

pressured into engaging in sexual activities and are influenced by their peers and even the media.

In numerous instances, watching sexual content in television shows influence sexual activities

in adolescents. Sexual behaviour is influenced by culture and society which are observed and

transferred through the media and specifically, the television. Many adolescents spend multiple

hours watching the television and numerous shows are full of sexual content, even those that are

geared specifically at the youth. These teens are also exposed to more adult shows with

captivating storylines and regular sexual innuendos and activity. This is not to say that sexual

content in television shows are the sole cause of sexual relationships in adolescents; there are

indeed other factors to consider when trying to establish the cause of sexual activities in

adolescents. This study will try instead to determine if there is a correlation between the two
variables. Do television shows really influence sexual behavior in adolescents? Is there a

relationship between sexual content in television shows and sexual activities in adolescents?

Sexual activities in adolescents do not affect the adolescents involved alone, but rather is a social

issue that impacts the wider society. This is because these sexual activities are contributing to the

increase in unwanted pregnancies, father-absent homes, sexually transmitted diseases, poor

academic performance which in turn negatively affect the economy, health care and education

sectors.

The variables that will be used in the research are adolescents, sexual content in television

shows, sexual activities in adolescents. The sample will include both male and female

adolescents who watch television shows with sexual content regularly. For the purpose of this

study, adolescents will refer to those between the ages of 13 and 18. The study will also use the

Media Practice Model as a guideline.

Literature Review

Television shows that explore sexual relationships have been in existence for many years.

However, it seems that these shows are delving further into such activities more than ever. Early

initiation of sexual relationships is a social issue that warrants much concern. Collins, Barry et al

(2004) note that sexual content in television shows may indeed contribute to adolescent sex.

However, “empirical data examining the relationships between exposure to sex on TV and

adolescent sexual behaviours are rare and inadequate for addressing the issue of causal effects.”

(p. 280). The researchers conducted a national telephone survey in 2001 and re-interviewed the

same group in 2002, one year later. The sample was chosen from a list of households that were

likely to have adolescents aged 12 to 17, obtained from Survey Sampling Incorporated. The list

was formulated using information from school enrolment records, magazine subscriptions, and

the Department of Motor Vehicles among other sources. The researchers developed a list of the

most watched programmes for that age group including those known or expected to have high

sexual content. The study found that watching television shows with a high sexual content was

“strongly related to initiation of intercourse and advancement of non-coital activity levels in the

following year” (p. 284) seen in a table in the published study. The samples were chosen

randomly which prevented bias and the questions were phrased in a way that helped to keep

confidentiality even over the telephone (anyone listening in would not be able to tell which

questions were being asked) which is essential in such a study. However, a face to face interview

or focus groups could have been done in order to get more in depth with the participants and get

into the underlying reasons for participating in sexual activities.

Brown, Steele and Walsh-Childers (2001) conducted a series of ethnographic studies that

show how adolescents receive the sexual messages in the media. They developed the Media
Practice Model in 1995 in order to better understand the media habits of adolescents, which is

useful in determining why these adolescents watch shows with sexual content and how it may

influence them. The Media Practice Model proposes that the youths “choose media and interact

with media based on who they are or who they want to be at the moment” (p. 9). Therefore, if

they choose to watch television shows high in sexual content, then they may desire to engage in

such activities or feel encouraged to. Brown et al (2001) also assert that although sexual content

is prevalent in television shows, it is not always depicted in the same manner and as such, these

adolescents are exposed to different kinds/levels of sexual content. Gerbner’s Cultivation Theory,

which focuses on television and the influence it has on viewers, is also mentioned.

Others such as Brown (1991) and Pardun, L’Engle and Brown (2005) note that there is a

relationship between sexual content in television shows and sexual behaviour in adolescents.

Brown (1991) especially shares that “while causal direction is not clear from these data, the

relationship suggests that either sexual activity results in increased interest in sexual content in

the media and/or that viewing such content leads to sexual activity” (p. 77). These studies

acknowledge that there is no definite causation, which is essential to note. Still this data seems to

suggest that there is a correlation here.

More studies need to be done as while fairly recent, the previous studies were done years ago

and it is important to keep note of the influence of the media on the youth. More case studies

could have been done in the previous studies as well. Some of the previous studies done also

needed to focus more on the shows with the highest level of sexual content and even place

emphasis on those shows that may not depict sexual relationships but speak frequently of it.
Methodology

Adolescents between the ages of 13 and 18 will be studied. The dependent variable (the

variable being measured) in this study is the sexual activities in adolescents while the

independent variable is watching sexual content in television shows (the characteristic that is

manipulated and changed). This study will utilize the qualitative method. Data collection

instruments include focus groups and in-depth interviews. Three focus groups will be done with

10 persons each. Utilizing more than one focus group will help to ensure that the results are not

group-specific and can be compared with results from another group. In order to connect with the

participants, icebreaker questions will be asked at the beginning of each session to make the

individuals feel more comfortable and at ease. Refreshments (snacks/light finger food) will be

served at the end of the sessions as an incentive and expression of gratitude to the participants.

Serving the food before the session begins could break concentration and affect the flow of the

study; therefore serving it at the end would be the better option. The questions will ask

participants how they feel about sexual content in television shows and their own sexual

activities. A sample of the questions to be used in these sessions is highlighted in Appendix I.

The in-depth interviews will ask participants the same questions but will allow for the

interviewers to form additional questions based on the respondent’s answers. A one-on-one

session will make it easier to approach this topic and form a rapport with the participant. The

participants will also be treated to refreshments after the interview as an incentive and to show

appreciation for consenting to the study. In both methods, the participants will be greeted warmly

and thanked for their participation. This study will use non-probability sampling (purposive

sampling). Participants would be chosen based on characteristics such as age, access to cable

television or internet streaming and hours spent watching television with sexual content. This
would ensure that the persons chosen have insight into the topic. The research question requires

more penetration and in-depth analysis than the quantitative method would allow. A qualitative

study would assist in gaining an understanding of any underlying or motivating reasons, feelings

and views about sexual content on television and sexual activities and behavior in these

adolescents. The smaller sample size also allow for a more in-depth analysis of each respondent.

However, the findings from this qualitative study cannot be used to generalize or represent the

entire population. Unlike the quantitative method that generally uses numerical data and

quantifies behavior and opinions, the qualitative method goes beyond this to discover the

“why’s”. The research question requires more penetration and in-depth analysis than the

quantitative method would allow. The qualitative method is needed to gain an understanding of

any underlying or motivating reasons, feelings and views about sexual content on television and

sexual activities and behaviour in these adolescents. The smaller sample size also allow for a

more in-depth analysis of each respondent which will ultimately contribute to the efficiency of

the results. This study is not expected to be harmful to anyone involved. However, due to the

sensitive nature of the topic, it is essential to guarantee confidentiality and anonymity and even

more so due to the ages of the participants. Information that could lead to the identification of the

participants will be protected and all participants will be treated in accordance with the ethical

code of conduct. This is a very important topic and as such, it is necessary to continue to do

studies like these that will determine the relationship between the media and the behaviour in our

youths and the influence the media has on them.

References

Brown, J. D. (1991). Television Viewing and Adolescents' Sexual Behaviour. Journal of

Homosexuality, 21(1-2), 77-92. doi:10.1300/J082v21n01_07

Brown, J. D., Steele, J. R & Walsh-Childers, K. (Eds.). (2001). Sexual Teens, Sexual Media:

Investigating Media's Influence on Adolescent Sexuality. United States: Routledge

Collins, R. (2004). Watching Sex on Television Predicts Adolescent Initiation of Sexual

Behaviour. Paediatrics, 114(3), e280. doi:10.1542/peds.2003-1065-L

Pardun, C. J., L’Engle, K. L., & Brown, J. D. (2005). Linking Exposure to Outcomes: Early

Adolescents' Consumption of Sexual Content in Six Media. Mass Communication and

Society, 8(2), 75-91. doi:10.1207/s15327825mcs0802_1

Appendix I

Focus Group Sample

Outline:

Good morning and welcome to our session. Thank you for taking the time to talk to us. We are

extremely grateful that you have agreed to be with us today.

Icebreaker – Share 1 interesting thing about yourself

Now that we are all a bit more comfortable with the group, let us begin. Our topic is the

relationship between sexual content in television shows and sexual relationships in adolescents.

The results will be used for a study that is being done to determine if there is a relationship

between sexual content in television shows and sexual activities in adolescents. You were

selected because you meet our requirements, for example, your age and hours spent watch

television.

Guidelines-

 There are no right or wrong answers, only differing points of view.

 The conversation will be recorded. There should be only one person speaking at a time.
 This session will be private and casual.
 You don't need to always agree with others, but you must listen respectfully as others

share their views.

 We ask that your turn off your phones and other electronic devices. If you must respond

to a call, please do so as quietly as possible and rejoin us as quickly as you can.

Questions-

1. What are some of the television shows that you watch?

2. How often do you watch these shows?
 3. How much sexual content would you say is in these shows?
4. Do the characters engage in sexual activities regularly?
5. How do you feel about participating in sex?
6. Do you feel obligated to have sex? Why or why not?
7. Are you sexually active?
8. If yes, how long have you been active?
9. Is there anything else you would like to say about the sexual activities in television shows

that you watch?

10. Is there anything else you would like to say about your own sexual activities or lack of it?

Appendix II

Informed Consent Form

The Relationship between Sexual Content in Television Shows and Sexual Activities in

Adolescents: A Research Study

Dear Participant:

You are invited to participate in a study that will seek to determine if there is a relationship

between sexual content shown in television shows and sexual activities in adolescents. You can

choose not to participate. If you do choose to participate, please read the following information

and indicate on the form that you would like to do so. Please feel free to ask any questions.

Project: The Relationship between Sexual Content in Television Shows and Sexual Activities in

Adolescents: A Research Study

Purpose of the Project: This study will investigate the relationship between sexual content in

television shows and sexual activities in adolescents.

Procedures: You will be asked to participate in a focus group. The session will take

approximately one hour to one hour and a half of your time. The session will be audio recorded.

During this session you will be asked a series of questions. These questions are designed to allow

you to share your experiences as an adolescent who watches television shows with sexual

content. Additionally, you will be asked to fill out a demographic sheet.

Risks and/or Discomforts: There are no known risks or discomforts associated with this

research.

Benefits: The information gained from this study may help us to better understand the sexual

behaviour of adolescents and the influence television shows have on their personal choices and

activities.

Confidentiality: During the session, you will be asked to provide a pseudonym to insure that

your identity. The audio-recording will be assigned the pseudonym that you pick during the

interview. The demographic sheet will not identify you. The demographic sheet will only have

the pseudonym that you picked during the interview. Audio tapes will only be used to transcribe

interview. Once the interview is transcribed, the audio tapes and interview transcripts will be

kept for 5 years in a locked cabinet at the university in the office of the investigator and only the

primary and secondary investigator will have access to them. You will not be asked to write your
name on the demographic sheets. Once all demographic sheets are entered in a database, they

will be destroyed. The information obtained during this study may be published in scientific

journals or presented at scientific meetings but the data will be prepared as aggregated data.

Compensation: You will not receive any type of compensation for participating in this study.

Refreshments will be served at the end of the session as a token of our appreciation for your

participation.

Opportunity to Ask Questions: You may ask any questions concerning this research and have

those questions answered before agreeing to participate or during the study. Or you may call

Tenae Daley at 555-555-2505 or email tenae.daley@wsu.edu. If you have questions about your

rights as a research participant that have not been answered by the investigator or report any

concerns about the study, you may contact the Washington State University Institutional Review

Board at 555-955-2332.

Freedom to Withdraw: You are free to decide not to enrol in this study or to withdraw at any

time. Your decision will not result in any loss of benefits to which you are otherwise entitled.

Consent: If you wish to participate in this study, you will be interviewed, observed, fill out a

demographic sheet. You are voluntarily making a decision about whether or not to participate in

this research study. Your signature certifies that you have decided to participate having read and

understood the information presented. You will be given a copy of this consent form to keep.

_________________________________________ ___________________
Signature of Participant Date
I hereby give consent to audio record my interview.
_________________ ___________________
Initials of Participant Date

In my judgment I am voluntary and knowingly giving informed consent and possess the legal
capacity to give informed consent to participate in this research study.
_________________________________________ ___________________
Signature of Investigator Date

Tenae Daley, M.A. Office: 555-555-2505

Edward R. Murrow College of Communication: (509) 335-5608

Washington State University

PO Box 642520

Pullman

Washington