Title page for ETD etd-05172010-164026

Type of Document Master's Thesis
Author Shade, Drew D.
Author's Email Address drewshade@verizon.net
URN etd-05172010-164026
Title Let's Talk About Sex: The Health Belief Model and Effects of Prime Time Television Sexual Portrayals
Degree Master of Arts
Department Communication Studies
Advisory Committee
Advisor Name Title
Tedesco, John C. Committee Chair
Chen, Yi-Chun Yvonnes Committee Member
Magee, Robert G. Committee Member
  • behavior change
  • prime time television portrayals
  • individual-level variables
  • Health Belief Model
  • sexual decision consequences
Date of Defense 2010-05-05
Availability unrestricted
This study used the Health Belief Model to examine the effects of viewing valenced levels of consequences of sexual decision found in prime time television programs. When exposed to portrayals of negative consequences, participants had higher levels of perceived severity than those in the positive condition. After viewing positive portrayals, participants perceived an increased amount of benefits of behavior modification when compared to those who were exposed to the negative portrayals. In addition, multiple correlations were found between several individual-level variables that were tested for in the study and the HBM constructs. Theoretical implications and practical implications are discussed.
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