Journal article
Processing of Sexual Media Messages Improves Due to Media Literacy Effects on Perceived Message Desirability
Mass communication & society, Vol.18(4), pp.399-421
07/04/2015
Abstract
This study tested the double-edged desirability hypothesis to investigate whether a lack of reduction in desirability perceptions signified failure of a media literacy intervention to reduce the appeal of sexual portrayals or whether it instead represented an improved awareness of message-design techniques and, therefore, a successful intervention. Data from two media literacy curriculum evaluations, both pretest-posttest quasi-experiments with control groups (N-1=922, M = 14.13, SD=1.07; N-2=1,098, M=14.26, SD=1.06) showed that the media literacy treatment in both studies eliminated the effect of desirability on participants' attitudes, reduced the effect of message desirability on participants' expectancies, and reduced the effect of message desirability on participants' efficacy in one of the evaluations. The results supported the double-edged desirability hypothesis, which holds that media literacy education can diminish the influence of desirable but unrealistic sexual media messages on adolescents' decision making concerning sex, regardless of whether it decreases their affinity for the messages. This approach appears to represent a more effective alternative to demonizing media messages teens find desirable.
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Details
- Title
- Processing of Sexual Media Messages Improves Due to Media Literacy Effects on Perceived Message Desirability
- Creators
- Erica Weintraub Austin - Washington State University, Strategic Communication, Department ofBruce E. Pinkleton - Washington State University, Edward R. Murrow College of CommunicationYi-Chun (Yvonnes) Chen - University of KansasBruce W. Austin - Washington State University, Department of Kinesiology and Educational Psychology
- Publication Details
- Mass communication & society, Vol.18(4), pp.399-421
- Academic Unit
- Strategic Communication, Department of
- Publisher
- Taylor & Francis
- Number of pages
- 23
- Grant note
- Washington State Department of Health
- Identifiers
- 99901130240701842
- Language
- English
- Resource Type
- Journal article