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SEX on TV Dale Kunkel, Phd

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SEX on TV Dale Kunkel, Phd A Biennial Report to the Kaiser Family Foundation 2001 2 SEX ON TV Dale Kunkel, PhD Kirstie Cope-Farrar Erica Biely Wendy Jo Maynard Farinola Edward Donnerstein, PhD University of California, Santa Barbara SEX ON TV (2) A BIENNIAL REPORT TO THE KAISER FAMILY FOUNDATION FEBRUARY 2001 DALE KUNKEL, PHD, KIRSTIE COPE-FARRAR, ERICA BIELY, WENDY JO MAYNARD FARINOLA, AND EDWARD DONNERSTEIN, PHD UNIVERSITY OF CALIFORNIA, SANTA BARBARA ACKNOWLEDGMENTS The authors wish to convey their appreciation to a number of individuals who have made important contribu- tions to this study. At UCSB, Charles Mullin and Heidi Goulet played central roles in managing many of the critical technical tasks required for the project, from videotaping more than a thousand programs to data entry of more than three thousand lines of coding observations. They are each terrifi c colleagues and their efforts are greatly appreciated. We also wish to thank Emma Rollin, an author on our previous Kaiser report, who returned briefl y at the conclusion of this study with crucial help that was invaluable as we faced imminent deadline pressure. At the Kaiser Family Foundation, Vicky Rideout has been a stalwart supporter of this research and an insightful partner who has consistently pushed us to dig deeper, explain better, and probe further in ways that have signifi cantly improved the study. Theresa Boston, also at the Foundation, supervised the fi nal production of the report in expert fashion. We thank both of them for their critical roles in developing this report. Finally, we express our genuine gratitude to our undergraduate research assistants, most of whom performed the painstaking content analysis work that is required to yield the data for the study. The coders each endured roughly two months of rigorous training in which their performance was monitored more closely than it ever would be in a classroom. Their efforts and commitment to the project were integral to the success of the study. Lab Director Coders Heidi Goulet Tyler Andrews Summer Carnett Lab Assistants Steven Finnk Sum-Sum Chan Andria Gaspar John Georgopoulos Marc Gilbertson Siobhan Prendergast Jenny Lin Kasey McNeal Videotape Director Lara Morris Charles Mullin Kris Rohman Mia Schultz Videotape Technicians Janelle Smith Stephanie Arthur Meghann White Jason Green Kristen Wilson Karrie Johnston Jennifer Wolf Ryan Tanaka TABLE OF CONTENTS INTRODUCTION........................................................................................................................1 METHODOLOGY.......................................................................................................................4 OVERVIEW ................................................................................................................................................4 SAMPLE OF PROGRAMS.............................................................................................................................4 Composite Week Sample ..................................................................................................................4 Channels in the Study........................................................................................................................5 Program Eligibility..............................................................................................................................5 Additional Sampling Details ...............................................................................................................5 Primetime Over-Sample ....................................................................................................................6 CONTENT MEASURES................................................................................................................................6 Levels of Analysis..............................................................................................................................6 Measuring Sexual Messages.............................................................................................................7 CONTENT CODING AND RELIABILITY ....................................................................................................... 10 Assessing the Reliability of the Data................................................................................................10 Conceptualization of Reliability........................................................................................................10 Results of Reliability Testing............................................................................................................12 FREQUENCY OF SEXUAL CONTENT .........................................................................................14 CHANGE OVER TIME: COMPARING THE 97/98 TO 99/00 TV SEASONS ................................................... 16 TALK ABOUT SEX..................................................................................................................19 COMMENTS ABOUT OWN/OTHERS’ SEXUAL INTERESTS.......................................................................... 19 TALK ABOUT SEXUAL INTERCOURSE ALREADY OCCURRED..................................................................... 20 TALK ABOUT SEX-RELATED CRIMES ...................................................................................................... 21 TALK TOWARD SEX ................................................................................................................................21 EXPERT ADVICE/TECHNICAL INFORMATION............................................................................................. 22 SEXUAL BEHAVIORS..............................................................................................................23 PHYSICAL FLIRTING................................................................................................................................23 PASSIONATE KISSING ............................................................................................................................. 24 INTIMATE TOUCHING............................................................................................................................... 24 SEXUAL INTERCOURSE STRONGLY IMPLIED ............................................................................................ 25 SEXUAL INTERCOURSE DEPICTED .......................................................................................................... 26 OTHER SEXUAL BEHAVIOR ..................................................................................................................... 27 INSTIGATOR OF SEXUAL BEHAVIOR......................................................................................................... 27 SAFER SEX MESSAGES .........................................................................................................28 SEXUAL PRECAUTION............................................................................................................................. 29 DEPICTION OF RISKS/NEGATIVE CONSEQUENCES .................................................................................. 30 SEXUAL PATIENCE.................................................................................................................................. 31 OVERALL PROGRAM EMPHASIS ON RISKS OR RESPONSIBILITIES ............................................................ 32 SAFER SEX MESSAGES ACROSS DIFFERENT PROGRAM GENRES..............................................34 CHANGE OVER TIME: COMPARING THE 97/98 TO 99/00 TV SEASONS ................................................... 34 SCENES WITH SEXUAL INTERCOURSE .....................................................................................36 CHANGE OVER TIME: COMPARING THE 97/98 TO 99/00 TV SEASONS ................................................... 38 SEXUAL MESSAGES ACROSS PROGRAM GENRES....................................................................39 CHANGE OVER TIME: COMPARING THE 97/98 TO 99/00 TV SEASONS ................................................... 39 SEXUAL MESSAGES INVOLVING TEENAGERS...........................................................................41 CHANGE OVER TIME: COMPARING THE 97/98 TO 99/00 TV SEASONS ................................................... 44 SEXUAL MESSAGES IN PRIMETIME NETWORK PROGRAMMING ..................................................45 CHANGE OVER TIME: COMPARING THE 97/98 TO 99/00 TV SEASONS ................................................... 48 SUMMARY AND CONCLUSIONS ...............................................................................................49 SUMMARY OF KEY FINDINGS .................................................................................................................. 49 REFERENCES........................................................................................................................52 APPENDIX A..........................................................................................................................57 APPENDIX B..........................................................................................................................69 INTRODUCTION INTRODUCTION The research reported here is grounded in the assumption that media content holds the potential to infl uence 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
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