Talking With TV: A Guide to Starting Dialogue With Youth

Children learn about adult life from a variety of sources, but often rely on TV for their information about social expression and values. But does TV really influence young people's attitudes about sexuality and violence? Research evidence is beginning to indicate that it does.

Close-Up: Research Conclusions

Jane Brown, a media researcher and Advocates board member, studies the media's effect on adolescent health and how the media can be used to reduce unhealthy behaviors. When asked if sexual images promote irresponsible sexual behavior, she answers with a qualified yes. "…what we do know about the effects of sexual media content, as well as the larger body of media effects, suggest that the media do play an important part in shaping America's sexual beliefs, attitudes and behavior."

Other media analysts and researchers agree.

• An American Psychological Association study determined that heavy viewing of TV violence is associated with increased levels of aggressive and antisocial behavior. (1993)
• Consistent television viewers are more likely than infrequent viewers to believe they are at risk of crime and that crime rates are rising. (Gerbner,1993)
• College students exposed to large amounts of sexual behavior on television were more likely to believe that their peers engaged in those same activities. (Buerkel-Rothfuss, 1993)
• Exposure to sexual violence in the media leads to greater acceptance of violent sexual acts. (Huston, 1992)

Some of these concerns do deserve public attention and discussion. But it is important to put these findings into context with the idea that television can be the great public forum, the educator, and the entertainer. It is context and communication about these very issues that shine a bright light on the central criticisms of TV, while not overlooking the public education powers of this medium.

Instead, concerned viewers should ask more probing questions. Since young people turn to TV for sexual information to avoid the embarrassment of talking to their parents and peers about sexual issues, while parents worry about the explosion of violence and sexual content on television and its relationship to drug use, unintended pregnancy and sexually transmitted diseases including HIV/AIDS, pro-active viewing can be the bridge between concerns and education while improving family relationships.

But now that we know how much television kids watch, what kinds of images they see and messages they hear and how these affect their behavior, pro-active viewers will see TV for the wonderful educational tool that it can be. And more and more often, television programming offers children and adults positive educational and informational messages along with quality entertainment.

Wide-Angle: TV and Public Service

From the beginning, public service has been a part of the air waves. Government regulations require and encourage commercial and pay networks to donate free time to air issues of public concern. From anti-smoking and drug abuse prevention campaigns to literacy programs and safety, TV does an excellent job of getting the message out for the public good.

More subtle campaigns have been initiated by the networks themselves. How long have TV characters been buckling their seat belts up when they get into cars? Do heroes or heroines ever smoke? Has everyone memorized their Miranda rights? With the right combination of entertainment and education, TV can promote responsible sex and conflict negotiation too.

1. Entertainment-education can promote knowledge, change attitudes and foster healthier behaviors, but it may not always be the most appropriate approach.
   To change behaviors, specifically, TV messages need to be reinforced. For parents, it's important to talk about what is viewed on television and help your children learn which TV messages agree with the family's values and which ones do not. By focusing on the positive messages, parents can reinforce specific beliefs and behaviors with their children.
2. The audience can drive programming.
   To develop a positive message or a program strategy, programmers must explore the audiences' needs, concerns, interests, and preferences and viewers need to share their opinions. All of these characteristics are important when planning home viewing tool To start conversations with young people, review the programs and be sure that your selections are appropriate and entertaining for young people.
3. Celebrities can be positive role models.
   A celebrity who is attractive and a credible source of information will be a good spokesperson. Parents can learn a lot about their children's insights on the world by paying attention to who their favorite stars and heroes are. You can guide their selection by picking stars that you respect and mentioning their good qualities. Don't forget that taste will differ! Young people need to pick their own role models, too!
4. For entertainment-education to be most successful, it must be used over time.
   Audiences must be sufficiently exposed to the proposed behaviors and their benefits to develop positive attitudes toward the change. It also takes time to build characters who can represent pro-social values and ideas, as well as to build the audience's identification with those characters. Time and patience are important for parents too - one night of critical viewing won't solve all your communication needs. You may want to pick a show or two for each evening of viewing and make that a time to talk with TV.