The Relationship between exposure to sexual music videos and young adults’ sexual attitudes

In an interesting study conducted with a sample of 266 undergraduate students, findings showed that those with greater exposure to sexual content in music videos were more permissive toward pre-marital sex and related sexual activities. The study suggests that the persuasive power of music videos bears a tentative problem with regard to sex education and the on-going struggle (particularly in South Africa) with HIV/AIDS. I’ve always wondered why artists whose music videos are the most raunchy; always end up being the most popular, and why in a country like South Africa – there isn’t a tighter grip on the amount of sexual discourse pervading the airwaves. Having worked in radio for four years, I’ve constantly been bombarded with the latest trends in music and the related consumer behaviour. Most often these trends contain a consistent thread that binds all of them together – sex. Sexual content in media is prolific and in my experience; people seem to appropriate sexual content with very little thought about how it influences their lives. One question jumps to mind, does media influence society – or does society influence media? I’m slightly biased towards the former. I read an interview with hip hop opinion leader Dr Todd Boyd, where he suggest that those at the helm of this supposed sexual agenda are in it solely for the monetary return – and that of course means they are prepared to sell absolutely anything if it will make them more money. Food for thought.

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1 Comment

  1. As much as it is our duty and responsibility to care for ours (and our children’s) mental, physical and spiritual health I feel that the government is blind to the real effects of the influence that the media has. Well, in South Africa, at least.
    Instead of curbing the problem where it starts they would rather invest billions of Rands into anti-HIV/AIDS programmes than lose the support of the Western world by not airing the garbage that they do.
    Yes, I understand that people will be sensitive and point to parts of Asia where autocratic leaders dictate the time of day and when and how people come and go but what about looking out for the people in your land?
    There comes a time when you need to draw the line. Australia is in the process of implementing a legislation that Facebook may only be used by people 18 years and older.
    They CARE about their children and the future of the country.
    As much as a lot of what happens is out of their hands they are willing to take a stand and protect those who cannot fight for themselves (or, moreover, those who think that they can) as well as those that are spiritually and emotionally immature to say “NO” to many things that they should be.

    The Western culture is infiltrating and destroying all moral substance that exists. In fact, the Western world HAS no culture to speak of when you compare it to lands like Asia and Africa and even Europe.
    It is foolhardy to allow it to continue and, as adults and guardians, it is up to us to filter the content (where possible) that is accessible to the younger kids.

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