Rating Offensive Words in Three Television Program Contexts

Abstract

Renewed attention to the use of expletives on television has been spurred by several recent high-profile on-air incidents. This study investigates which words television viewers find most offensive in varying contexts: broadcast TV, cable, and premium channels. Results show significant differences in perceived offensiveness of words depending on the context in which words are heard. Male and female respondents, liberals and conservatives, and religious and nonreligious respondents also differ in their perceptions of the offensiveness of words spoken in prime time.

Notes

Note. The scale ranged from 1 (not at all offensive) to 7 (extremely offensive).

For all categories, the mean offensiveness rating for the broadcast context is significantly greater than the mean rating for the cable channel context, which is significantly greater than the mean rating for the premium context.

*p < .001.

Note. Values represent mean scores on a scale from 1 (not at all offensive) to 7 (extremely offensive). Different subscripts indicate significant differences between men and women within each context on each row (p < .05).

Note. Frequent (Freq.) religious service attendance is defined as attending church services once a month or more. Infrequent (Infreq.) religious service attendance is defined as attending church services several times a year or less. For all words in all contexts, mean offensiveness scores of participants who report frequent religious service attendance are significantly higher than scores of participants who report infrequent religious service attendance at p < .05.

Note. Values represent mean scores on a scale from 1 (not at all offensive) to 7 (extremely offensive). Different subscripts indicate significant differences between liberals, moderates, and conservatives (p < .05) for each row.

Note. Values represent mean scores on a scale from 1 (not at all offensive) to 7 (extremely offensive).

*In memory of Barry Sapolsky. Our sharp-witted friend and academic guru. 1949–2010.

Additional information

Notes on contributors

Barry S. Sapolsky*

Barry S. Sapolsky (Ph.D., University of Indiana, 1977) is Jim E. Kirk Professor of Communication in the Department of Communication and Information at Florida State University.

Daniel M. Shafer

Daniel M. Shafer (Ph.D., Florida State University, 2009) is Assistant Professor in the Department of Communications Studies at Baylor University. His research interests include media effects, enjoyment of entertainment, and new communication technologies.

Barbara K. Kaye

Barbara K. Kaye (Ph.D., Florida State University, 1994) is Professor in the Department of Journalism & Electronic Media at the University of Tennessee. Her research interests include media effects and consumer uses of online technologies.