Media Blog: Sexual Health Issues in the Media

Studies have shown that embedded health messages in media are effective in influencing attitudes and behaviors in viewers (Jensen and Jensen, 2007 p. 275). We see examples of this in television shows that have dialog about issues such as STD's and condom use, among others. More often than not, when sexual issues are represented on television, rarely are consequences and risks the focus. When they are the focus, this provides opportunities for the viewer to re-visit their own views and attitudes about these issues and to dialog about them with other viewers. An example of this is the "masturbation talk" featured on the cable television show "Weeds". In this scene, a friend of this maturing boys mother talks to her son about masturbation. The act of masturbating is normalized and dealt with in a very matter of fact way, as if everyone does it and the kid just needs to lean the rules of the game. The topic of masturbation is rarely talked about in mainstream media and by normalizing it, it provides opportunities for dialog where before virtually none existed.
The recent influx of Gardasil commercials, a new vaccination for HPV, has initiated a cultural awareness of this issue that was rarely mentioned before. Whether or not you feel the vaccine is a good idea for you or your daughter, the fact that there has been an increase in awareness is a positive step towards better sexual health for women.
Examples three and four show the paradox that exists within our culture regarding the ways that men and women's bodies are used and how they are put on display. It is common for women to be over-exposed, shown in scantily clad outfits that leave little for the imagination, and narrowed to only parts of their bodies such as breasts bubbling out of shirts, bras and bikinis, and butts hanging out, as in this Lifestyle condoms ads. Men, on the other hand, are rarely shown as purely sex symbols and minimized into just a body part (although increasingly men have also been more recently exploited). Men are usually depicted with action, whereas women are depicted in the submissive role of being, a reflection of our cultural values regarding gender. To emphasize this point, compare the Lifestyles commercial to the Viagra commercial, which shows a man doing push-ups. The shot is taken from above the figure and portrays his entire body, not just one part. He is shown in an active stance, doing push-ups, whereas the women in the ad is minimized to just one body part. The Viagra commercial does not show any sexualized parts of the mans body, but instead alludes to his sexualized part (his erect penis). The fact that this commercial was banned is telling of a culture where the portrayal of highly sexualized women's bodies are the norm but even alluding to this man's sexuality in an obvious way was over the top for mainstream media.
Using comedy to introduce sexual health issues is common, as is seen in many Viagra commercials and also in these MTV commercials about AIDS and condoms. While comedy can be used to catch one's attention, it can also make light of a serious subject in a way that detracts from the importance of the message. Comedy provides a protective barrier to introduce these subjects that are considered uncomfortable or awkward, but it is necessary for these issues to also be talked about in mature conversations that speak to risk and consequence.

1. "masturbation talk" on Weeds episode