Preference for Television Programs About Sexual Risk: The Role of Program Genre and Perceived Message Intent

Abstract

Entertainment-education television programming may offer an effective way to reach audiences by embedding health and social issues into television shows people already choose to watch. Although research has examined the effects of these narrative-based messages on viewers, little is known about the ways in which different types of programs might motivate or inhibit voluntary exposure in the first place. To address this question, 137 young adults read a series of descriptions of television shows about sexually transmitted infections (STIs) and then indicated their interest in viewing each one. In a 2 × 2 between-subjects experiment, participants were told that the programs they read about were either (a) scripted dramas or (b) news programs and that they had been produced either (a) purely for entertainment or (b) to promote healthy behavior. Results reveal that program genre and perceived message intent interact to influence preference for television programs about sexual health. Discussion of implications and directions for future research are presented.

Notes

*p ≤ .05.