SEX ON TV: Content and Context
Kaiser Family Foundation

The research reported here is grounded in the assumption that media content holds the potential to influence the audience, and in particular young viewers who are just developing their views about sex. It does not posit that television is the only factor, nor even the most important contributor, to sexual socialization. Rather, it applies the perspective that television, as the predominant mass medium, has such a broad reach that it tends to touch virtually all in our society. This reach makes television a significant social force, even though some in the audience may be influenced more strongly or weakly than others by TVfs sexual content, depending upon individual differences in their lives.


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