'Media is prime source of sexual education for young people' claims joint report

Along with their mothers, the media is the most useful source of learning about love, sex and relationships for young people according to a new report
66% of young people said that the media is a useful or very useful ‘way to find out about, love, sex and relationships’ in a study published today by the Advertising Standards Authority, British Board of Film Classification, BBC, Broadcasting Standards Commission and Independent Television Commission. This put the media on par with mothers - 66% of young people say they learn about relationships from their mothers.
The report is based on the research project 'Young People, Media and Personal Relationships', by Professor David Buckingham and Dr Sara Bragg of the Institute of Education, London University. It is the first study to focus on how young people (aged 10-14) interpret and respond to the sexual content they encounter on mainstream television, while considering other media exposure. It confirms that children prefer to learn about sex and relationships from media such as teenage magazines and soap operas. This was primarily because these media are a less embarrassing way to learn about relationships, more informative, more attuned to their needs and concerns. Sex education in school is criticised by children for being too didactic and too narrowly focused compared with the media in its approach.
The study finds that children are highly literate, aware of the television production process and do not necessarily trust what they see in the media. Several children recognised that ‘sex sells’, and can be used to build audiences. Realism is a crucial element to ensure that programmes serve an educational purpose and it was argued that this should not be sacrificed in order to reinforce a particular message (e.g. sex should not always result in pregnancy). Soap operas are most effective when they are not seen to be preaching but telling a credible story and encouraging viewers to make their own judgements.
Speaking on behalf of the sponsors Andrea Millwood Hargrave, Research Director, BSC, said: “This study shows that children are savvy and ‘literate’ consumers, who are able to interpret and make judgements about sexual content in the media. They are not blank sheets on which messages – either ‘moral’ or irresponsible – can be imprinted. But equally the media should be aware that they do in practice play an important role, in helping many children develop their understanding and judgement in this field. That places a premium on their being accurate and honest”.
(GB)