International Communication Association edition:64 location:Seattle, USA date:22-26 May 2014
A three-wave panel study was conducted among 762 adolescents to examine the role of perceived male and female peer norms in the reciprocal relationship between music video exposure and sexual behavior. Music video exposure affected sexual behavior in boys, while, the reverse effect, was found among girls. Second, relationships between boys’ and girls’ sexual behavior and music video exposure were mediated by perceptions of the sexual behavior of male peers. In addition, sexually active boys and girls were demonstrated to believe that many of their male and female peers were also sexually active; however, among boys, the perception of the sexual activities of same-gender peers subsequently predicted their music video exposure, whereas among girls, the perceptions of the sexual activities of male peers resulted in decreased exposure to sexualized music videos.