Prime Time TV Portrayals of Sex, “Safe Sex” and AIDS: A Longitudinal Analysis

Abstract

The primary purpose of this study was to track changes in the numbers and types of sexual behaviors in prime time network TV programs. A probability sample of eighty-eight hours of programs and promos was analyzed for a wide variety of sexual behaviors (verbal, implied, and physical). Contrary to public perceptions, the results indicated a substantial decrease in the hourly rates of sexual behaviors in the programs from fall 1987 to fall 1991. © 1993, Association for Education in Journalism & Mass Communication. All rights reserved.