Annenberg team of Bleakley, Hennessy, Fishbein, and Jordan published in Health Education & Behavior

From left, Amy Bleakley, Ph.D.; Michael Hennessy, Ph.D.; Martin Fishbein, Ph.D.; Amy Jordan, Ph.D.

The article “Using the Integrative Model to Explain How Exposure to Sexual Media content Influences Adolescent Sexual Behavior” published in the journal Health Education & Behavior (2011, 38(5), pages 530 - 540) is the work of Annenberg’s Amy Bleakley, Ph.D., Senior Research Analyst in the Annenberg Public Policy Center (APPC); Michael Hennessy, Ph.D., APPC Project Manager at APPC; Martin Fishbein, Ph.D., the former Harry C. Coles, Jr. Distinguished Professor of Communication, and Director of the Health Communication Program at APPC; and Amy Jordan, Ph.D., Director of the Media and the Developing Child sector of APPC.

 

Published research demonstrates an association between exposure to media sexual content and a variety of sex-related outcomes for adolescents. What is not known is the mechanism through which sexual content produces this “media effect” on adolescent beliefs, attitudes, and behavior. Using the Integrative Model of Behavioral Prediction, this article uses data from a longitudinal study of adolescents ages 16 to 18 (N = 460) to determine how exposure to sexual media content influences sexual behavior. Path analysis and structural equation modeling demonstrated that intention to engage in sexual intercourse is determined by a combination of attitudes, normative pressure, and self-efficacy but that exposure to sexual media content only affects normative pressure beliefs. By applying the Integrative Model, we are able to identify which beliefs are influenced by exposure to media sex and improve the ability of health educators, researchers, and others to design effective messages for health communication campaigns and messages pertaining to adolescents’ engaging in sexual intercourse.