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.