Chapter 4 Sexual Content in Soap Operas - Leicester Research ...

Sex and Sexuality: A Content Analysis of Soap Operas
imagery was virtually nonexistent in the daytime and prime-time soap operas, but
occurred once in a rape portrayal in Hollyoaks in the City.
Such violent sexual imagery, it has been suggested, can potentially lead to male
aggression against women, particularly under circumstances where the male viewer
has been angered and has perceived certain similarities between the female victim in
a movie or drama series and a real life female target (Malamuth, 1988). Other
studies, mainly in the US, have found that exposure to heavy doses of media sexual
violence and erotic films can result in attitudinal changes among young male college
students, who potentially become more relaxed about the seriousness of rape and
less sympathetic towards rape victims. Others such as Zillmann and Bryant (1984)
have even suggested that exposure to erotic violence in films can lead to changes in
opinion among female viewers (see also Gunter, 1998; Malamuth and Donnerstein,
1984).
Given the concerns expressed, by the public and media regulators alike, over
violence portrayed in soap operas in general and sexual violence in particular, the
current findings indicate that the possibility for exposure to sexually motivated
violence in daytime and prime-time soap operas is virtually nonexistent. However,
violence or aggression that manifests itself in the form of altercations and physical
fighting is clearly present and remains a cause for concern, as viewers, journalists
and regulatory bodies often highlight (BSC 2002, 2003; Ofcom 2005a and 2005b).
With regard to outcomes of sexual activities, the study‘s findings indicate that
soap operas‘ sexual portrayals were more likely to show negative than positive
consequences for those involved in sexual activities, with over five in ten of all
portrayals (52%) identified as depicting negative consequences, compared to just
four in ten (39%) showing positive consequences. The most frequently portrayed
outcomes of sexual activity were: ‗establishing or enhancing a romantic or sexual
relationship‘ (21% of all portrayals) and ‗damaging or ending a relationship‘ (17%).
Further, evidence emerged that portrayal of engaging in sexual behaviour was less
likely to convey negative consequences and more likely to depict positive
consequences (over 60% of all behaviours showed positive outcomes). But by
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