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Media have emerged as an important socialization determinant, yet there still exists serious gaps in our knowledge on what drives the motivation and preference of media among the youths in urban area. This paper is inspired by the need to answerthree questions: i. Which media are urban youth currently interacting with? ii. And what are the motivations for their media choices? iii. What is the future of new media audience?.","author":[{"@context":"https://schema.org","@type":"Person","name":"Evelyn Wekesa"}],"contributor":[],"dateCreated":"2022-03-04","dateModified":null,"datePublished":"2015-01-01","headline":"Scholars Journal of Arts, Humanities and Social Sciences ISSN 2347-5374 (Online) Media Preference and Motivation among the Urban Youth in Kenya","inLanguage":"en","keywords":[],"locationCreated":null,"publication":null,"publisher":{"@context":"https://schema.org","@type":"Organization","name":null},"image":null,"thumbnailUrl":null,"url":"https://www.academia.edu/73030382/Scholars_Journal_of_Arts_Humanities_and_Social_Sciences_ISSN_2347_5374_Online_Media_Preference_and_Motivation_among_the_Urban_Youth_in_Kenya","sourceOrganization":[{"@context":"https://schema.org","@type":"EducationalOrganization","name":"pauls"}]}</script><link rel="stylesheet" media="all" 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{"work":{"id":73030382,"created_at":"2022-03-04T07:15:59.333-08:00","from_world_paper_id":197623981,"updated_at":"2022-03-04T07:38:01.312-08:00","_data":{"abstract":"Abstract: Media may present a rather unrealistic and skewed account of human romance and sexuality leading some commentators to raise concerns that youth media, with their formulaic portrayal of gender roles and sexuality, is developing and sustaining stereotypical gender-role schemas; for example, ideas that, for women, looks and sexiness are all important and, for men, sexual obsession is normal, and sexual prowess an asset. Media have emerged as an important socialization determinant, yet there still exists serious gaps in our knowledge on what drives the motivation and preference of media among the youths in urban area. This paper is inspired by the need to answerthree questions: i. Which media are urban youth currently interacting with? ii. And what are the motivations for their media choices? iii. What is the future of new media audience?.","publication_date":"2015,,"},"document_type":"paper","pre_hit_view_count_baseline":null,"quality":"high","language":"en","title":"Scholars Journal of Arts, Humanities and Social Sciences ISSN 2347-5374 (Online) Media Preference and Motivation among the Urban Youth in Kenya","broadcastable":false,"draft":null,"has_indexable_attachment":true,"indexable":true}}["work"]; window.loswp.workCoauthors = [126967386]; window.loswp.locale = "en"; window.loswp.countryCode = "SG"; window.loswp.cwvAbTestBucket = ""; window.loswp.designVariant = "ds_vanilla"; window.loswp.fullPageMobileSutdModalVariant = "full_page_mobile_sutd_modal"; window.loswp.useOptimizedScribd4genScript = false; window.loswp.appleClientId = 'edu.academia.applesignon';</script><script defer="" src="https://accounts.google.com/gsi/client"></script><div class="ds-loswp-container"><div class="ds-work-card--grid-container"><div class="ds-work-card--container js-loswp-work-card"><div class="ds-work-card--cover"><div class="ds-work-cover--wrapper"><div class="ds-work-cover--container"><button class="ds-work-cover--clickable js-swp-download-button" data-signup-modal="{"location":"swp-splash-paper-cover","attachmentId":81714812,"attachmentType":"pdf"}"><img alt="First page of “Scholars Journal of Arts, Humanities and Social Sciences ISSN 2347-5374 (Online) Media Preference and Motivation among the Urban Youth in Kenya”" class="ds-work-cover--cover-thumbnail" src="https://0.academia-photos.com/attachment_thumbnails/81714812/mini_magick20220304-25575-1seka4c.png?1646406991" /><img alt="PDF Icon" class="ds-work-cover--file-icon" src="//a.academia-assets.com/assets/single_work_splash/adobe.icon-574afd46eb6b03a77a153a647fb47e30546f9215c0ee6a25df597a779717f9ef.svg" /><div class="ds-work-cover--hover-container"><span class="material-symbols-outlined" style="font-size: 20px" translate="no">download</span><p>Download Free PDF</p></div><div class="ds-work-cover--ribbon-container">Download Free PDF</div><div class="ds-work-cover--ribbon-triangle"></div></button></div></div></div><div class="ds-work-card--work-information"><h1 class="ds-work-card--work-title">Scholars Journal of Arts, Humanities and Social Sciences ISSN 2347-5374 (Online) Media Preference and Motivation among the Urban Youth in Kenya</h1><div class="ds-work-card--work-authors ds-work-card--detail"><a class="ds-work-card--author js-wsj-grid-card-author ds2-5-body-md ds2-5-body-link" data-author-id="126967386" href="https://pauls.academia.edu/EvelynWekesa"><img alt="Profile image of Evelyn Wekesa" class="ds-work-card--author-avatar" src="https://0.academia-photos.com/126967386/33609989/29878363/s65_evelyn.wekesa.jpg" />Evelyn Wekesa</a></div><div class="ds-work-card--detail"><p class="ds-work-card--detail ds2-5-body-sm">2015</p></div><p class="ds-work-card--work-abstract ds-work-card--detail ds2-5-body-md">Abstract: Media may present a rather unrealistic and skewed account of human romance and sexuality leading some commentators to raise concerns that youth media, with their formulaic portrayal of gender roles and sexuality, is developing and sustaining stereotypical gender-role schemas; for example, ideas that, for women, looks and sexiness are all important and, for men, sexual obsession is normal, and sexual prowess an asset. Media have emerged as an important socialization determinant, yet there still exists serious gaps in our knowledge on what drives the motivation and preference of media among the youths in urban area. This paper is inspired by the need to answerthree questions: i. Which media are urban youth currently interacting with? ii. And what are the motivations for their media choices? iii. What is the future of new media audience?.</p><div class="ds-work-card--button-container"><button class="ds2-5-button js-swp-download-button" data-signup-modal="{"location":"continue-reading-button--work-card","attachmentId":81714812,"attachmentType":"pdf","workUrl":"https://www.academia.edu/73030382/Scholars_Journal_of_Arts_Humanities_and_Social_Sciences_ISSN_2347_5374_Online_Media_Preference_and_Motivation_among_the_Urban_Youth_in_Kenya"}">See full PDF</button><button class="ds2-5-button ds2-5-button--secondary js-swp-download-button" data-signup-modal="{"location":"download-pdf-button--work-card","attachmentId":81714812,"attachmentType":"pdf","workUrl":"https://www.academia.edu/73030382/Scholars_Journal_of_Arts_Humanities_and_Social_Sciences_ISSN_2347_5374_Online_Media_Preference_and_Motivation_among_the_Urban_Youth_in_Kenya"}"><span class="material-symbols-outlined" style="font-size: 20px" translate="no">download</span>Download PDF</button></div></div></div></div><div data-auto_select="false" data-client_id="331998490334-rsn3chp12mbkiqhl6e7lu2q0mlbu0f1b" data-doc_id="81714812" data-landing_url="https://www.academia.edu/73030382/Scholars_Journal_of_Arts_Humanities_and_Social_Sciences_ISSN_2347_5374_Online_Media_Preference_and_Motivation_among_the_Urban_Youth_in_Kenya" data-login_uri="https://www.academia.edu/registrations/google_one_tap" data-moment_callback="onGoogleOneTapEvent" id="g_id_onload"></div><div class="ds-top-related-works--grid-container"><div class="ds-related-content--container ds-top-related-works--container"><h2 class="ds-related-content--heading">Related papers</h2><div class="ds-related-work--container js-wsj-grid-card" data-collection-position="0" data-entity-id="76092260" data-sort-order="default"><a class="ds-related-work--title js-wsj-grid-card-title ds2-5-body-md ds2-5-body-link" href="https://www.academia.edu/76092260/Assessing_Sexual_Television_TV_and_Radio_Programming_That_Nairobi_Adolescents_Watch_and_Listen_To">Assessing Sexual Television (TV) and Radio Programming That Nairobi Adolescents Watch and Listen To</a><div class="ds-related-work--metadata"><a class="js-wsj-grid-card-author ds2-5-body-sm ds2-5-body-link" data-author-id="157293442" href="https://independent.academia.edu/NgulaKyalo">Kyalo Ngula</a></div><p class="ds-related-work--metadata ds2-5-body-xs">2015</p><p class="ds-related-work--abstract ds2-5-body-sm">The purpose of this study was to find out the most popular sexual radio and TV programming amongst Nairobi City County public secondary school students. It examined these issues amongst 546, 13-20 year old respondents. This study was accomplished via quantitative and qualitative method. Five hundred and forty six questionnaires were administered and five focus group discussions conducted in five clusters of secondary schools in Nairobi City County. The study had two objectives: One, to find out the most popular radio and TV programs amongst Nairobi adolescents and Two, to find out which radio and TV programs have the highest sexual content according to Nairobi adolescents. The study found out that local TV programming; especially music and comedy was most popular with Nairobi adolescents when compared to radio programming and that local TV programs were more popular than foreign programs. Secondly, Kenya radio programs popular with adolescents were mostly the morning, afternoon and ...</p><div class="ds-related-work--ctas"><button class="ds2-5-text-link ds2-5-text-link--inline js-swp-download-button" data-signup-modal="{"location":"wsj-grid-card-download-pdf-modal","work_title":"Assessing Sexual Television (TV) and Radio Programming That Nairobi Adolescents Watch and Listen To","attachmentId":83770465,"attachmentType":"pdf","work_url":"https://www.academia.edu/76092260/Assessing_Sexual_Television_TV_and_Radio_Programming_That_Nairobi_Adolescents_Watch_and_Listen_To","alternativeTracking":true}"><span class="material-symbols-outlined" style="font-size: 18px" translate="no">download</span><span class="ds2-5-text-link__content">Download free PDF</span></button><a class="ds2-5-text-link ds2-5-text-link--inline js-wsj-grid-card-view-pdf" href="https://www.academia.edu/76092260/Assessing_Sexual_Television_TV_and_Radio_Programming_That_Nairobi_Adolescents_Watch_and_Listen_To"><span class="ds2-5-text-link__content">View PDF</span><span class="material-symbols-outlined" style="font-size: 18px" translate="no">chevron_right</span></a></div></div><div class="ds-related-work--container js-wsj-grid-card" data-collection-position="1" data-entity-id="88607643" data-sort-order="default"><a class="ds-related-work--title js-wsj-grid-card-title ds2-5-body-md ds2-5-body-link" href="https://www.academia.edu/88607643/Kenyan_High_School_Students_Seeking_Out_for_Sexual_Radio_and_TV_Content">Kenyan High School Students Seeking Out for Sexual Radio and TV Content</a><div class="ds-related-work--metadata"><a class="js-wsj-grid-card-author ds2-5-body-sm ds2-5-body-link" data-author-id="41548010" href="https://independent.academia.edu/AnnMiller11">Ann Miller</a></div><p class="ds-related-work--metadata ds2-5-body-xs">2015</p><div class="ds-related-work--ctas"><button class="ds2-5-text-link ds2-5-text-link--inline js-swp-download-button" data-signup-modal="{"location":"wsj-grid-card-download-pdf-modal","work_title":"Kenyan High School Students Seeking Out for Sexual Radio and TV Content","attachmentId":92549371,"attachmentType":"pdf","work_url":"https://www.academia.edu/88607643/Kenyan_High_School_Students_Seeking_Out_for_Sexual_Radio_and_TV_Content","alternativeTracking":true}"><span class="material-symbols-outlined" style="font-size: 18px" translate="no">download</span><span class="ds2-5-text-link__content">Download free PDF</span></button><a class="ds2-5-text-link ds2-5-text-link--inline js-wsj-grid-card-view-pdf" href="https://www.academia.edu/88607643/Kenyan_High_School_Students_Seeking_Out_for_Sexual_Radio_and_TV_Content"><span class="ds2-5-text-link__content">View PDF</span><span class="material-symbols-outlined" style="font-size: 18px" translate="no">chevron_right</span></a></div></div><div class="ds-related-work--container js-wsj-grid-card" data-collection-position="2" data-entity-id="39273460" data-sort-order="default"><a class="ds-related-work--title js-wsj-grid-card-title ds2-5-body-md ds2-5-body-link" href="https://www.academia.edu/39273460/Influence_of_Viewing_Soap_Operas_on_The_Sexual_Behaviour_of_The_Youth_in_Maasai_Mara_University_Kenya_A_Case_of_Popular_Culture_and_Content_In_Kenya_Televisions">Influence of Viewing Soap Operas on The Sexual Behaviour of The Youth in Maasai Mara University, Kenya-A Case of Popular Culture and Content In Kenya Televisions</a><div class="ds-related-work--metadata"><a class="js-wsj-grid-card-author ds2-5-body-sm ds2-5-body-link" data-author-id="16957075" href="https://stpaulslimuru.academia.edu/NYARURIOKINYI">NYARURI P A U L OKINYI</a></div><p class="ds-related-work--metadata ds2-5-body-xs">Scholars Journal of Arts , Humanities and Social Sciences, 2014</p><p class="ds-related-work--abstract ds2-5-body-sm">Sexual behaviour of the youth has drastically changed as a result of the media content they consume. At the peak of this is the influence of viewing soap operas. Youths are dropping out of school having fallen victims to this handicap that leaves them expectant and helpless for the girls while the boys are helplessly ushered into fatherhood. This happens to the youths both in rural areas and urban centres as a fairer and safer option if they are lucky enough not to get infected with STIs and or HIV/AIDS. Sexual moral decay is there the world over and it is a conspicuous even nationally. Here in Maasai Mara University, it is not uncommon to find the youths engaging in casual sex based on what they ape from watching the soap operas. This commonly goes by the identity of "no strings attached". This is a research proposal on the influence of viewing soap operas on the sexual behaviour of the youth. The purpose of the study is to come up with new long lasting solutions to the problem. There are specific questions to be answered. These questions will facilitate the researcher in formulating a hypothesis which will aid in guessing the outcome of the research thus staying focused on the mission. I will review works of other scholars so as to develop an analytical framework for analysing and interpreting data and to have a variety of approaches in dealing with the problem among other important facts. The research will take a descriptive design. The study will request 200 respondents to participate in the survey based on simple random sampling.</p><div class="ds-related-work--ctas"><button class="ds2-5-text-link ds2-5-text-link--inline js-swp-download-button" data-signup-modal="{"location":"wsj-grid-card-download-pdf-modal","work_title":"Influence of Viewing Soap Operas on The Sexual Behaviour of The Youth in Maasai Mara University, Kenya-A Case of Popular Culture and Content In Kenya Televisions","attachmentId":59408649,"attachmentType":"pdf","work_url":"https://www.academia.edu/39273460/Influence_of_Viewing_Soap_Operas_on_The_Sexual_Behaviour_of_The_Youth_in_Maasai_Mara_University_Kenya_A_Case_of_Popular_Culture_and_Content_In_Kenya_Televisions","alternativeTracking":true}"><span class="material-symbols-outlined" style="font-size: 18px" translate="no">download</span><span class="ds2-5-text-link__content">Download free PDF</span></button><a class="ds2-5-text-link ds2-5-text-link--inline js-wsj-grid-card-view-pdf" href="https://www.academia.edu/39273460/Influence_of_Viewing_Soap_Operas_on_The_Sexual_Behaviour_of_The_Youth_in_Maasai_Mara_University_Kenya_A_Case_of_Popular_Culture_and_Content_In_Kenya_Televisions"><span class="ds2-5-text-link__content">View PDF</span><span class="material-symbols-outlined" style="font-size: 18px" translate="no">chevron_right</span></a></div></div><div class="ds-related-work--container js-wsj-grid-card" data-collection-position="3" data-entity-id="27661058" data-sort-order="default"><a class="ds-related-work--title js-wsj-grid-card-title ds2-5-body-md ds2-5-body-link" href="https://www.academia.edu/27661058/Parental_Mediation_of_Adolescents_Media_Use_and_Demographic_Factors_as_Predictors_of_Kenyan_High_School_Students_Exposure_to_Sexual_Content_in_Television">Parental Mediation of Adolescents’ Media Use and Demographic Factors as Predictors of Kenyan High School Students’ Exposure to Sexual Content in Television</a><div class="ds-related-work--metadata"><a class="js-wsj-grid-card-author ds2-5-body-sm ds2-5-body-link" data-author-id="35971915" href="https://ucf.academia.edu/AnnNevilleMiller">Ann Neville Miller</a></div><p class="ds-related-work--abstract ds2-5-body-sm">Research on the influence of media on HIV prevention among adolescents in sub-Saharan Africa, has almost entirely focused on the effects of multi-media health communication campaigns and edutainment programming. Scholarly literature is nearly silent about the effects of the multiple hours youth in many sub-Saharan nations spend immersed in increasingly sex-heavy entertainment programming. Research in Western nations suggests that parents may be able to mitigate the exposure to and impact of some television messages on their children by taking certain actions about adolescents’ media use. This study investigated the association of a range of parental mediation techniques with exposure to sexual television content in a randomly selected cluster sample of 377 public high school students in Nairobi, Kenya. Findings indicated that watching sexual TV programming with peers of the opposite sex was a statistically significant risk factor across the entire sample, but the effect was stronger among boarding school students than day school students. Boarding school students whose parents had established household media rules about when TV could be watched took in less sexual TV content than those who had no such rules. Among day school students, co-viewing TV as much or more with parents than with peers was associated with lower exposure to sexual media content.</p><div class="ds-related-work--ctas"><button class="ds2-5-text-link ds2-5-text-link--inline js-swp-download-button" data-signup-modal="{"location":"wsj-grid-card-download-pdf-modal","work_title":"Parental Mediation of Adolescents’ Media Use and Demographic Factors as Predictors of Kenyan High School Students’ Exposure to Sexual Content in Television","attachmentId":47926391,"attachmentType":"pdf","work_url":"https://www.academia.edu/27661058/Parental_Mediation_of_Adolescents_Media_Use_and_Demographic_Factors_as_Predictors_of_Kenyan_High_School_Students_Exposure_to_Sexual_Content_in_Television","alternativeTracking":true}"><span class="material-symbols-outlined" style="font-size: 18px" translate="no">download</span><span class="ds2-5-text-link__content">Download free PDF</span></button><a class="ds2-5-text-link ds2-5-text-link--inline js-wsj-grid-card-view-pdf" href="https://www.academia.edu/27661058/Parental_Mediation_of_Adolescents_Media_Use_and_Demographic_Factors_as_Predictors_of_Kenyan_High_School_Students_Exposure_to_Sexual_Content_in_Television"><span class="ds2-5-text-link__content">View PDF</span><span class="material-symbols-outlined" style="font-size: 18px" translate="no">chevron_right</span></a></div></div><div class="ds-related-work--container js-wsj-grid-card" data-collection-position="4" data-entity-id="69479727" data-sort-order="default"><a class="ds-related-work--title js-wsj-grid-card-title ds2-5-body-md ds2-5-body-link" href="https://www.academia.edu/69479727/The_Association_between_Television_Sexual_Content_the_Youth_Are_Exposed_To_and_Sexual_Initiation_among_Kenyan_Youth">The Association between Television Sexual Content the Youth Are Exposed To and Sexual Initiation among Kenyan Youth</a><div class="ds-related-work--metadata"><a class="js-wsj-grid-card-author ds2-5-body-sm ds2-5-body-link" data-author-id="5286639" href="https://independent.academia.edu/JuliusBosire">Julius Bosire</a></div><p class="ds-related-work--metadata ds2-5-body-xs">2015</p><p class="ds-related-work--abstract ds2-5-body-sm">Youth in Kenya are increasing accessing television which has become more saturated with sexual content and sexual initiation is an important social and health issue in Kenya. Young people in Kenya are engaging in sexual activity at early ages. The television content rarely includes messages on safe sex or consequences of engaging in early sexual behavior. This exposure may influence the behaviour and attitudes of the youth negatively leading to early onset of sexual initiation. A recent survey indicated that unplanned pregnancies and sexually transmitted diseases are more common among those who begin sexual activity earlier. The current study mainly sought to establish the association between television sexual content the youth are exposed to and sexual initiation among the youth in Kenya. Specifically the study sought to answer the following research questions: What is the nature of TV sexual content the youth are exposed to and how is it associated with sexual initiation among the...</p><div class="ds-related-work--ctas"><button class="ds2-5-text-link ds2-5-text-link--inline js-swp-download-button" data-signup-modal="{"location":"wsj-grid-card-download-pdf-modal","work_title":"The Association between Television Sexual Content the Youth Are Exposed To and Sexual Initiation among Kenyan Youth","attachmentId":79562043,"attachmentType":"pdf","work_url":"https://www.academia.edu/69479727/The_Association_between_Television_Sexual_Content_the_Youth_Are_Exposed_To_and_Sexual_Initiation_among_Kenyan_Youth","alternativeTracking":true}"><span class="material-symbols-outlined" style="font-size: 18px" translate="no">download</span><span class="ds2-5-text-link__content">Download free PDF</span></button><a class="ds2-5-text-link ds2-5-text-link--inline js-wsj-grid-card-view-pdf" href="https://www.academia.edu/69479727/The_Association_between_Television_Sexual_Content_the_Youth_Are_Exposed_To_and_Sexual_Initiation_among_Kenyan_Youth"><span class="ds2-5-text-link__content">View PDF</span><span class="material-symbols-outlined" style="font-size: 18px" translate="no">chevron_right</span></a></div></div><div class="ds-related-work--container js-wsj-grid-card" data-collection-position="5" data-entity-id="39002159" data-sort-order="default"><a class="ds-related-work--title js-wsj-grid-card-title ds2-5-body-md ds2-5-body-link" href="https://www.academia.edu/39002159/THE_EFFECT_OF_MEDIA_ON_THE_MORALITY_OF_THE_KENYAN_YOUTH_STEPHEN_MWANGI_WAWERU_A_RESEARCH_PROJECT_SUBMITTED_IN_PARTIAL_FULFILLMENT_OF_THE_REQUIREMENTS_FOR_THE_AWARD_OF_A_BACHELOR_OF_SCIENCE_DEGREE_IN_INFORMATION">THE EFFECT OF MEDIA ON THE MORALITY OF THE KENYAN YOUTH STEPHEN MWANGI WAWERU A RESEARCH PROJECT SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE AWARD OF A BACHELOR OF SCIENCE DEGREE IN INFORMATION</a><div class="ds-related-work--metadata"><a class="js-wsj-grid-card-author ds2-5-body-sm ds2-5-body-link" data-author-id="85246628" href="https://mu-ke.academia.edu/MwangiMwaro">Stephen Mwangi</a></div><div class="ds-related-work--ctas"><button class="ds2-5-text-link ds2-5-text-link--inline js-swp-download-button" data-signup-modal="{"location":"wsj-grid-card-download-pdf-modal","work_title":"THE EFFECT OF MEDIA ON THE MORALITY OF THE KENYAN YOUTH STEPHEN MWANGI WAWERU A RESEARCH PROJECT SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE AWARD OF A BACHELOR OF SCIENCE DEGREE IN INFORMATION","attachmentId":59109716,"attachmentType":"pdf","work_url":"https://www.academia.edu/39002159/THE_EFFECT_OF_MEDIA_ON_THE_MORALITY_OF_THE_KENYAN_YOUTH_STEPHEN_MWANGI_WAWERU_A_RESEARCH_PROJECT_SUBMITTED_IN_PARTIAL_FULFILLMENT_OF_THE_REQUIREMENTS_FOR_THE_AWARD_OF_A_BACHELOR_OF_SCIENCE_DEGREE_IN_INFORMATION","alternativeTracking":true}"><span class="material-symbols-outlined" style="font-size: 18px" translate="no">download</span><span class="ds2-5-text-link__content">Download free PDF</span></button><a class="ds2-5-text-link ds2-5-text-link--inline js-wsj-grid-card-view-pdf" href="https://www.academia.edu/39002159/THE_EFFECT_OF_MEDIA_ON_THE_MORALITY_OF_THE_KENYAN_YOUTH_STEPHEN_MWANGI_WAWERU_A_RESEARCH_PROJECT_SUBMITTED_IN_PARTIAL_FULFILLMENT_OF_THE_REQUIREMENTS_FOR_THE_AWARD_OF_A_BACHELOR_OF_SCIENCE_DEGREE_IN_INFORMATION"><span class="ds2-5-text-link__content">View PDF</span><span class="material-symbols-outlined" style="font-size: 18px" translate="no">chevron_right</span></a></div></div><div class="ds-related-work--container js-wsj-grid-card" data-collection-position="6" data-entity-id="27661228" data-sort-order="default"><a class="ds-related-work--title js-wsj-grid-card-title ds2-5-body-md ds2-5-body-link" href="https://www.academia.edu/27661228/Ugandan_adolescents_sources_interpretation_and_evaluation_of_sexual_content_in_entertainment_media_programming">Ugandan adolescents' sources, interpretation and evaluation of sexual content in entertainment media programming</a><div class="ds-related-work--metadata"><a class="js-wsj-grid-card-author ds2-5-body-sm ds2-5-body-link" data-author-id="12110991" href="https://ucu-ug.academia.edu/KivaJoseph">Kiva Joseph</a><span>, </span><a class="js-wsj-grid-card-author ds2-5-body-sm ds2-5-body-link" data-author-id="42482116" href="https://independent.academia.edu/LagotSarahOdwong">Lagot Sarah Odwong</a><span>, </span><a class="js-wsj-grid-card-author ds2-5-body-sm ds2-5-body-link" data-author-id="51893594" href="https://independent.academia.edu/RichardMulwanya">Richard Mulwanya</a><span>, </span><a class="js-wsj-grid-card-author ds2-5-body-sm ds2-5-body-link" data-author-id="51895217" href="https://independent.academia.edu/EvangelineNalugya">Evangeline Nalugya</a><span>, </span><a class="js-wsj-grid-card-author ds2-5-body-sm ds2-5-body-link" data-author-id="35971915" href="https://ucf.academia.edu/AnnNevilleMiller">Ann Neville Miller</a></div><p class="ds-related-work--abstract ds2-5-body-sm">Although mounting evidence in Western nations indicates that entertainment media influence young people’s sexual socialisation, virtually no research has addressed the topic in sub-Saharan Africa. The present study employed 14 focus groups of Ugandan high school students to identify media through which they were exposed to sexual content, how they interpreted and evaluated that content, and how they compared its influence with that of parents, schools, and religious institutions. Participants most often mentioned TV, followed by print media and Internet as sources of sexual material. Media were said to present discrepant messages regarding timing of sexual debut, with international programming urging early sexual debut and local programming described as urging young people to delay sex. Young people spoke of turning to ssengas and kojjas for sexual advice, and a number of boys suggested pornography could also be educational. Both local and international programming was interpreted as conveying views of men as sex driven and women as submissive in sex and relationships. Although participants expressed beliefs that sexual media content had a negative impact on young people, most nevertheless assessed these messages as more influential than other sources of sexual socialisation.</p><div class="ds-related-work--ctas"><button class="ds2-5-text-link ds2-5-text-link--inline js-swp-download-button" data-signup-modal="{"location":"wsj-grid-card-download-pdf-modal","work_title":"Ugandan adolescents' sources, interpretation and evaluation of sexual content in entertainment media programming","attachmentId":47926742,"attachmentType":"pdf","work_url":"https://www.academia.edu/27661228/Ugandan_adolescents_sources_interpretation_and_evaluation_of_sexual_content_in_entertainment_media_programming","alternativeTracking":true}"><span class="material-symbols-outlined" style="font-size: 18px" translate="no">download</span><span class="ds2-5-text-link__content">Download free PDF</span></button><a class="ds2-5-text-link ds2-5-text-link--inline js-wsj-grid-card-view-pdf" href="https://www.academia.edu/27661228/Ugandan_adolescents_sources_interpretation_and_evaluation_of_sexual_content_in_entertainment_media_programming"><span class="ds2-5-text-link__content">View PDF</span><span class="material-symbols-outlined" style="font-size: 18px" translate="no">chevron_right</span></a></div></div><div class="ds-related-work--container js-wsj-grid-card" data-collection-position="7" data-entity-id="50699629" data-sort-order="default"><a class="ds-related-work--title js-wsj-grid-card-title ds2-5-body-md ds2-5-body-link" href="https://www.academia.edu/50699629/Influence_of_Television_on_the_Sexual_Behavior_of_Young_Women_in_Mlolongo_Township_of_Machakos_County_Kenya">Influence of Television on the Sexual Behavior of Young Women in Mlolongo Township of Machakos County, Kenya</a><div class="ds-related-work--metadata"><a class="js-wsj-grid-card-author ds2-5-body-sm ds2-5-body-link" data-author-id="32464075" href="https://independent.academia.edu/rhoydahnyambane">rhoydah nyambane</a></div><p class="ds-related-work--metadata ds2-5-body-xs">IOSR Journal of Humanities and Social Science, 2014</p><div class="ds-related-work--ctas"><button class="ds2-5-text-link ds2-5-text-link--inline js-swp-download-button" data-signup-modal="{"location":"wsj-grid-card-download-pdf-modal","work_title":"Influence of Television on the Sexual Behavior of Young Women in Mlolongo Township of Machakos County, Kenya","attachmentId":68581879,"attachmentType":"pdf","work_url":"https://www.academia.edu/50699629/Influence_of_Television_on_the_Sexual_Behavior_of_Young_Women_in_Mlolongo_Township_of_Machakos_County_Kenya","alternativeTracking":true}"><span class="material-symbols-outlined" style="font-size: 18px" translate="no">download</span><span class="ds2-5-text-link__content">Download free PDF</span></button><a class="ds2-5-text-link ds2-5-text-link--inline js-wsj-grid-card-view-pdf" href="https://www.academia.edu/50699629/Influence_of_Television_on_the_Sexual_Behavior_of_Young_Women_in_Mlolongo_Township_of_Machakos_County_Kenya"><span class="ds2-5-text-link__content">View PDF</span><span class="material-symbols-outlined" style="font-size: 18px" translate="no">chevron_right</span></a></div></div><div class="ds-related-work--container js-wsj-grid-card" data-collection-position="8" data-entity-id="596407" data-sort-order="default"><a class="ds-related-work--title js-wsj-grid-card-title ds2-5-body-md ds2-5-body-link" href="https://www.academia.edu/596407/Young_people_media_and_personal_relationships">Young people, media and personal relationships</a><div class="ds-related-work--metadata"><a class="js-wsj-grid-card-author ds2-5-body-sm ds2-5-body-link" data-author-id="358666" href="https://ioe.academia.edu/SaraBragg">Sara Bragg</a></div><p class="ds-related-work--metadata ds2-5-body-xs">2003</p><div class="ds-related-work--ctas"><button class="ds2-5-text-link ds2-5-text-link--inline js-swp-download-button" data-signup-modal="{"location":"wsj-grid-card-download-pdf-modal","work_title":"Young people, media and personal relationships","attachmentId":3138392,"attachmentType":"pdf","work_url":"https://www.academia.edu/596407/Young_people_media_and_personal_relationships","alternativeTracking":true}"><span class="material-symbols-outlined" style="font-size: 18px" translate="no">download</span><span class="ds2-5-text-link__content">Download free PDF</span></button><a class="ds2-5-text-link ds2-5-text-link--inline js-wsj-grid-card-view-pdf" href="https://www.academia.edu/596407/Young_people_media_and_personal_relationships"><span class="ds2-5-text-link__content">View PDF</span><span class="material-symbols-outlined" style="font-size: 18px" translate="no">chevron_right</span></a></div></div><div class="ds-related-work--container js-wsj-grid-card" data-collection-position="9" data-entity-id="12018879" data-sort-order="default"><a class="ds-related-work--title js-wsj-grid-card-title ds2-5-body-md ds2-5-body-link" href="https://www.academia.edu/12018879/Learning_Sexuality_from_the_Media_Insights_from_a_Survey_of_Nigerian_University_Adolescents_for_Sex_Education">Learning Sexuality from the Media—Insights from a Survey of Nigerian University Adolescents for Sex Education</a><div class="ds-related-work--metadata"><a class="js-wsj-grid-card-author ds2-5-body-sm ds2-5-body-link" data-author-id="1062274" href="https://uniuyo.academia.edu/NsisongUdoh">Nsisong A Udoh</a></div><p class="ds-related-work--abstract ds2-5-body-sm">This article examined the influence of sexual content in popular media on the sexuality of public university adolescents. The survey utilised a researcher-made questionnaire to collect data from a random sample of 1580 adolescents from public universities in Akwa Ibom State, Nigeria. The questionnaire, Tertiary Institution Students’ Sexuality Questionnaire, had a reliability index of .86 for the sexual attitude scale and .82 for Students’ Exposure to Sexual content in the Media. Data collected were analysed using appropriate statistics to answer the question: How does exposure to sexual contents in the media influence the sexuality of adolescents in public universities in Akwa Ibom State? Result of data analysis shows that students who were more exposed to sexual content in popular media manifested more negative sexual attitudes than their counterparts who were less exposed to sexual contents in the media. It was recommended that the sexuality of adolescents may be improved by unlearning the misgivings of popular media through well designed programmes of sexuality education.</p><div class="ds-related-work--ctas"><button class="ds2-5-text-link ds2-5-text-link--inline js-swp-download-button" data-signup-modal="{"location":"wsj-grid-card-download-pdf-modal","work_title":"Learning Sexuality from the Media—Insights from a Survey of Nigerian University Adolescents for Sex Education","attachmentId":37354316,"attachmentType":"pdf","work_url":"https://www.academia.edu/12018879/Learning_Sexuality_from_the_Media_Insights_from_a_Survey_of_Nigerian_University_Adolescents_for_Sex_Education","alternativeTracking":true}"><span class="material-symbols-outlined" style="font-size: 18px" translate="no">download</span><span class="ds2-5-text-link__content">Download free PDF</span></button><a class="ds2-5-text-link ds2-5-text-link--inline js-wsj-grid-card-view-pdf" href="https://www.academia.edu/12018879/Learning_Sexuality_from_the_Media_Insights_from_a_Survey_of_Nigerian_University_Adolescents_for_Sex_Education"><span class="ds2-5-text-link__content">View PDF</span><span class="material-symbols-outlined" style="font-size: 18px" translate="no">chevron_right</span></a></div></div></div></div><div class="ds-sticky-ctas--wrapper js-loswp-sticky-ctas hidden"><div class="ds-sticky-ctas--grid-container"><div class="ds-sticky-ctas--container"><button class="ds2-5-button js-swp-download-button" data-signup-modal="{"location":"continue-reading-button--sticky-ctas","attachmentId":81714812,"attachmentType":"pdf","workUrl":null}">See full PDF</button><button class="ds2-5-button ds2-5-button--secondary js-swp-download-button" data-signup-modal="{"location":"download-pdf-button--sticky-ctas","attachmentId":81714812,"attachmentType":"pdf","workUrl":null}"><span class="material-symbols-outlined" style="font-size: 20px" translate="no">download</span>Download PDF</button></div></div></div><div class="ds-below-fold--grid-container"><div class="ds-work--container js-loswp-embedded-document"><div class="attachment_preview" data-attachment="Attachment_81714812" style="display: none"><div class="js-scribd-document-container"><div class="scribd--document-loading js-scribd-document-loader" style="display: block;"><img alt="Loading..." src="//a.academia-assets.com/images/loaders/paper-load.gif" /><p>Loading Preview</p></div></div><div style="text-align: center;"><div class="scribd--no-preview-alert js-preview-unavailable"><p>Sorry, preview is currently unavailable. 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