Let's Talk About Sex: The Health Belief Model and Effects of Prime Time Television Sexual Portrayals

This study used the Health Belief Model to examine the effects of viewing valenced levels of consequences of sexual decision found in prime time television programs. When exposed to portrayals of negative consequences, participants had higher levels of perceived severity than those in the positive condition. After viewing positive portrayals, participants perceived an increased amount of benefits of behavior modification when compared to those who were exposed to the negative portrayals. In addition, multiple correlations were found between several individual-level variables that were tested for in the study and the HBM constructs. Theoretical implications and practical implications are discussed.

Name thesis:degree_name

Master of Arts

Level thesis:degree_level

masters

Discipline thesis:degree_discipline

Communication Studies

Department dc:contributor.department

Communication Studies

Grantor dc:publisher

Virginia Tech

Year dc:date.issued

2010

Author dc:creator

• Shade, Drew D.

Chair dc:contributor.committeechair

• Tedesco, John C.

Committee members dc:contributor.committeemember

• Chen, Yi-Chun Yvonnes
• Magee, Robert G.

• behavior change
• prime time television portrayals
• individual-level variables
• Health Belief Model
• sexual decision consequences

Statement dc:rights

• In Copyright

Licence dc:rights.uri

• http://rightsstatements.org/vocab/InC/1.0/

Dc Identifier Other

etd-05172010-164026

OAI identifier oai:identifier

oai:vtechworks.lib.vt.edu:10919/32924