Sexiness Personified: Contributions of Traditional Media and Social Media to Sexualization

• In Event: 2-022 - Lessons in Objectification: Investigations of Media Contributions to Self-Objectification and Self-Sexualization among Youth

Abstract/Description

Background. Sexualized images are a prominent feature of mainstream American media, appearing among 50% of female cast members on reality programs and 71% of music videos (Ward, 2016). Because American youth consume media for nearly 8 hours each day (Rideout, Foehr, & Roberts, 2010), this content could be shaping their views of gender and themselves. According to cultivation theory, frequent media consumers should be more inclined than infrequent consumers to accept media’s dominant themes, and would therefore offer stronger acceptance of women as sexual objects. Alternatively, objectification theory argues that regular exposure to sexualized media will lead consumers to self-objectify, or to view themselves as sexual objects valued for their appearance. Currently, evidence to test both assumptions is limited almost exclusively to undergraduates and to European adolescents. We know little of how regular media exposure contributes to these beliefs among American youth. Moreover, existing findings have produced mixed results.
We therefore seek to extend this work in four ways. First, we test assumptions of both theories by assessing adolescents’ self-sexualization and sexualizing attitudes toward women. Second, we expand assessments of self-sexualization from a current focus on body surveillance to include measures that address sexual-appeal self-worth and enjoyment of sexualization. These scales have yet to be used with adolescents. Third, we test contributions of both traditional media (TV, music) and social media. Finally, we examine these associations among American adolescents. We anticipate that consumption of specific TV genres and social media will be associated with stronger acceptance of women as sexual objects and greater self-sexualization.
Method. Participants were 170 adolescents aged 13-18 (M=16.4; 58% female; 88% White) who completed surveys for extra credit in one of their elective classes. Surveys assessed regular exposure to 13 TV dramas, 9 sitcoms, 9 reality programs, and 25 popular songs. Measures also assessed their frequency of using Facebook and Instagram, and their general investment (6 items) in their preferred social medium. Finally, participants indicated their agreement with shortened versions of both the Enjoyment of Sexualization scale (EOS) and the the Sexual Appeal Self-Worth Scale (SASW), and with 4 items characterizing women as sexual objects (WSO).
Results. Results of partial correlations, controlling for gender and age, indicate that concerning traditional media, exposure to popular songs and TV dramas was each associated with greater self-sexualization (SASW and EOS), but not stronger WSO beliefs. Exposure to popular reality programs predicted higher scores for all 3 scales; viewing of sitcoms was associated only with higher SASW. Results concerning social media were more selective. There were no significant associations for frequency of Facebook use. However, more frequent use of Instagram and stronger investment in one’s preferred social medium was each associated with greater self-sexualization (SASW and EOS). Analyses underway test these connections via SEM, using latent media variables.
Discussion. Both traditional media and social media emerged as stronger correlates of self-sexualization than of students’ acceptance that women are sexual objects. These findings highlight the roles both of specific TV genres and specific types of social media in adolescents’ self-sexualization.

Authors

• L. Monique Ward, University of Michigan
  Presenting Author

• Petal Grower, University of Michigan

• Michael A Gilbert, The Ohio State University