Processing of Sexual Media Messages Improves Due to Media Literacy Effects on Perceived Message Desirability

Abstract

This study tested the double-edged desirability hypothesis to investigate whether a lack of reduction in desirability perceptions signified failure of a media literacy intervention to reduce the appeal of sexual portrayals or whether it instead represented an improved awareness of message-design techniques and, therefore, a successful intervention. Data from two media literacy curriculum evaluations, both pretest–posttest quasi-experiments with control groups (N₁ = 922, M = 14.13, SD = 1.07; N₂ = 1,098, M = 14.26, SD = 1.06) showed that the media literacy treatment in both studies eliminated the effect of desirability on participants’ attitudes, reduced the effect of message desirability on participants’ expectancies, and reduced the effect of message desirability on participants’ efficacy in one of the evaluations. The results supported the double-edged desirability hypothesis, which holds that media literacy education can diminish the influence of desirable but unrealistic sexual media messages on adolescents’ decision making concerning sex, regardless of whether it decreases their affinity for the messages. This approach appears to represent a more effective alternative to demonizing media messages teens find desirable.

Additional information

Notes on contributors

Erica Weintraub Austin

Erica Weintraub Austin (Ph.D., Stanford University, 1989) is Vice Provost for Academic Affairs and Director of the Murrow Center for Media & Health Promotion Research in the Edward R. Murrow College of Communication at Washington State University. Her research interests focus on how media literacy contributes to decision making about health and civic affairs among children, adolescents and young adults.

Bruce E. Pinkleton

Bruce E. Pinkleton (Ph.D., Michigan State University, 1992) is Associate Dean in the Edward R. Murrow College of Communication at Washington State University. His research focuses on the role of individual motivations and information source use in individuals' decision-making processes in political and health contexts, including evaluating communication campaign effectiveness.

Yi-Chun (Yvonnes) Chen

Yi-Chun (Yvonnes) Chen (Ph.D., Washington State University, 2008) is an Associate Professor (starting August, 2015) in the William Allen White School of Journalism and Mass Communications at University of Kansas. Her research interests include designing media literacy based interventions to improve health outcomes for vulnerable under-served populations.

Bruce W. Austin

Bruce W. Austin (M.S., Washington State University, 2000) is a Graduate Research Assistant in the College of Education at Washington State University. His research interests include psychometrics and statistical methods in education and the social sciences.