Media exposure and the sexual attitudes and behaviors of college students.

This study examines the relationship between popular media consumption and sexual attitudes and behavior for 475 college students, while controlling for commonly related social-psychological variables. Results indicate that females consume more sexually suggestive media (TV soap operas and pop music) than males. General media consumption was not a powerful predictor of permissiveness. Regression analyses revealed that Music Television consumption was the only media variable significantly associated with permissiveness for females. Self-esteem was positively associated with permissive attitudes and behavior for both males and females. Soap opera consumption was significantly associated with permissive behavior for males but not for females. Sexual permissiveness for females was more significantly related to religiosity but less significantly related to self-esteem than for males. No important extraneous variable influences were found. Findings are discussed in terms of gender differences, the normative context hypothesis, social scripts, the double standard, the sexual revolution, and the cultivation hypothesis.