Processing of Sexual Media Messages Improves Due to Media Literacy Effects on Perceived Message Desirability |
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| Authors: | Erica Weintraub Austin Bruce E Pinkleton Yi-Chun Chen Bruce W Austin |
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| Institution: | 1. Edward R. Murrow College of Communication, Washington State Universityeaustin@wsu.edu;3. Edward R. Murrow College of Communication, Washington State University;4. William Allen White School of Journalism and Mass Communications, University of Kansas;5. College of Education, Washington State University |
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| 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. |
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