Adolescent and parent perceptions of media influence on adolescent sexuality.

Empirical evidence suggests that television and other media influence adolescents' attitudes and behaviors. Much of the research in this area is based on surveys in which adolescents are asked to rank the relative importance of a fixed set of factors such as parents, peers, and media. We reviewed data from focus groups conducted with adolescents and their parents to examine the extent to which adolescents identify--without prompting--media as a source of influence on sexual behavior. Adolescents seemed indifferent to media influence (e.g., media influence was mentioned in only one adolescent focus group), but their parents expressed significant concern about media influence. Future research should investigate the extent to which influences exist outside of adolescents' consciousness. For now, parents and sexuality educators may need to convince adolescents that concerns about the media are valid before trying to change media-influenced behavior.