Adolescents’ Exposure to a Sexualized Media Environment and Their Notions of Women as Sex Objects

Abstract

This study was designed to investigate whether adolescents’ exposure to a sexualized media environment is associated with
stronger beliefs that women are sex objects. More specifically, we studied whether the association between notions of women
as sex objects and exposure to sexual content of varied explicitness (i.e., sexually non-explicit, semi-explicit, or explicit)
and in different formats (i.e., visual and audio-visual) can be better described as cumulative or as hierarchical. Further,
we investigated whether this association was contingent on gender. Based on data from an on-line survey of 745 Dutch adolescents
aged 13 to 18, we found that the relationship between exposure to a sexualized media environment and notions of women as sex
objects followed a hierarchical pattern: Starting with adolescents’ exposure to sexually semi-explicit content, the statistical
significance of the relationship with notions of women as sex objects moved from semi-explicit to explicit sexual content
and from visual to audio-visual formats. Exposure to sexually explicit material in on-line movies was the only exposure measure
significantly related to beliefs that women are sex objects in the final regression model, in which exposure to other forms
of sexual content was controlled. The relationship between exposure to a sexualized media environment and notions of women
as sex objects did not differ for girls and boys.

Full text

ORIGINAL ARTICLE
Adolescents’ Exposure to a Sexualized Media Environment
and Their Notions of Women as Sex Objects
Jochen Peter & Patti M. Valkenburg
Published online: 28 February 2007
#
Springer Science + Business Media, LLC 2007
Abstract This study was designed to investigate whether
adolescents’ exposure to a sexualized media environment is
associated with stronger beliefs that women are sex objects.
More specifically, we studied whether the association
between notions of women as sex objects and exposure to
sexual content of varied explicitness (i.e., sexually non-
explicit, semi-explicit, or explicit) and in different formats
(i.e., visual and audio-visual) can be better described as
cumulative or as hie rarchical. Fur ther, we investigated
whether this association was contingent on gender. Based
on data from an on-line survey of 745 Dutch adolescents
aged 13 to 18, we found that the relationship between
exposure to a sexualized media environmen t and notions of
women as sex objects followed a hierarchical pattern:
Starting with adolescents’ exposure to sexually semi-
explicit content, the statistical significance of the relation-
ship with notions of women as sex objects moved from
semi-explicit to explicit sexual content and from visual to
audio-visual formats. Exposure to sexually explicit material
in on-line movies was the only exposure measure signifi-
cantly related to beliefs that women are sex objects in the
final regression model, in which exposure to other forms of
sexual content was controlled. The relationship between
exposure to a sexualized media environmen t and notions of
women as sex objects did not differ for girls and boys.
Keywords Pornography
.
Television
.
Magazines
.
Internet
.
Adolescents
In the past three decades, evidence has accumulated that
adolescents’ exposure to sexual media content is related to
a variety of gender stereotypes and sexual beliefs (for
reviews, see Escobar-Chaves et al., 2005; Ward, 2003).
Earlier researchers typically studied sexual content in a
single genre (e.g., soap operas, comedies, dramas, or music
videos) or a singl e medium (e.g., television or magaz ines;
for reviews, see Escobar-Chaves et al., 2005; Ward, 2003).
To capture adolescents’ media experience more adequately,
researchers have recently included multiple genres (Aubrey,
Harrison, Kramer, & Yellin, 2003; Ward, 2002; Ward &
Friedman, 2006) and multiple media (e.g., Brown et al.,
2006;L’ Eng le, Brown, & Kenneavy, 2006; Pardun,
L’Engle, & Brown, 2005).
Despite this frui tful development in the field, two gaps in
the existing research are striking. First, researchers have
hardly focused on adolescents’ exposure to sexually
explicit material on the internet as an additional correlate
of adolescents’ sexual beliefs. On the internet, explicit
depictions of different sexual activities (e.g., oral, vaginal,
and anal sex) and sexual preferences (e.g., sado-masochistic
sex, fetishes) are not only easily accessible to adolescents
(Cooper, 1998), they also use it (Lo & Wei, 2005; Peter &
Valkenburg, 2006). Second, it is still an open quest ion
whether and to what extent adolescents’ notions of women
as sex objects are dependent on the sexual explicitness and
the visual or audio-visual format of the content. Little is
known about whether adolescents’ consumption of, for
Sex Roles (2007) 56:381–395
DOI 10.1007/s11199-006-9176-y
J. Peter
:
P. M. Valkenburg
University of Amsterdam,
Amsterdam, The Netherlands
P. M. Valkenburg
e-mail: p.m.valkenburg@uva.nl
J. Peter (*)
The Amsterdam School of Communications Research,
University of Amsterdam,
Kloveniersburgwal 48,
1012 CX Amsterdam, The Netherlands
e-mail: j.peter@uva.nl

example, sexually explicit content is more strongly associ-
ated with their sexual beliefs than is their exposure to
sexually non-explicit content. Similarly, we do not know
whether a potential association between sexual conten t and
sexual beliefs differs between visual formats (e.g., pictures
in magazines or on the internet) and audio-visual formats
(e.g., movies on television or on the internet).
As a consequence of these two gaps, Brown et al. (2006)
have suggested that “[a]dditional research on the effects of
the media on adolescent sexuality should include exposure
to Inter net pornography” (p. 1026). Brown et al. have also
requested that “[s]ubsequent analyses should look more
closely to determine the relative influence of each of the
component media [of the sexual media diet measure] on
adolescents’ sexual behavior” (p. 1026). In this study, we
tried to address these two requests. Based on the sexual
media diet measure by Brown et al. and ideas by other
researchers (Brown, 2000; Brown et al., 2006; Greenfield,
2004;L’Engle et al., 2006; Pardun et al., 2005; Strasburger
& Donnerstein, 1999), we propose the concept of a
sexualized media environment to extend this line of
research. In response to Brown et al. ’s(2006) requests,
we investigated whether adoles cents’ exposure to sexually
explicit material, particularly on the internet, is linked with
their sexual beliefs in addition to their exposure to sexual
content of varied sexual explicitness in other media.
Further, we studied how exposure to sexual content is
associated with sexual beliefs depending on the sexual
explicitness of the content, the visual and audio-visual
format of the material, and adolescents’ gender.
The present study focused on adolescents’ beliefs that
women are sex objects as a sexual belief that is potentially
related to exposure to sexual content in the media. The
sexual objectification of women is both a theoretically and a
socially relevant construct: It further develops the notion of
the body as a social construction and points to a central form
of gender discrimination (Fredrickson & Roberts, 1997).
Further, recent research has established a link between
exposure to media coverage that sexually objectifies
women and adolescents’ beliefs that women are sex objects
(Ward, 2002; Ward & Friedman, 2006). Pursuit of this line
of research in the aforementioned direction may help us to
understand the relation between exposure to sexual media
content and tendencies toward gender discrimination.
Sexualized Media Environment
There is growing consensus that adolescents live in a
media-saturated world (Qrius, 2005; Roberts, Foehr, &
Rideout, 2005) and are likely to be exposed to sexual
content across various media (Kunkel, Eyal, Finnerty,
Biely, & Donnerstein, 2005; Pardun et al., 2005). As a
result, resear chers h ave turned away from measuring
adolescents’ exposure to only a single medium. This
development is best embodied by Brown et al.’
s sexual
media diet measure, which links adolescents’ exposure to
various media with the sexual content found in these media
(Brown et al., 2006;L’Engle et al., 2006 ; Pardun et al.,
2005). In an initial attempt to extend this measure into the
direction of ecological models of adolescent sexuality,
which view adolescents’ attitudes and behavior as a result
of their interactions with their environment (Lerner &
Castellino, 2002), we put forward the concept of adoles-
cents’ sexualized media environment. The concept of a
sexualized media environment is based on three assump-
tions. First, there is an unprecedented amount of sexual
content in the media. Second, this sexual content is
pervasive and not limited to a single medium. Third, the
various media offer easy access to increasingly explicit
sexual content. This applies particularly to the internet.
Regarding the first assumption, evidence has accumulat-
ed that the sexual content in the media has increased in the
recent decades (for a review, see Ward, 2003). This is
particularly true for television (e.g., Kunkel et al., 2005),
but also applies to general interest and girls’ magazines
(Carpenter, 1998; Scott, 1986). A recent US study showed
that the number of sexual scenes in US television has nearly
doubled between 1998 and 2005 (Kunkel et al., 2005).
Others have reported that the number of pornographic
pages on the internet has increased by 1,800% between
1998 and 2004 (Paul, 2005).
Is sexual medi a content pervasive in the sense that a
notable amount of sexual content is available in the various
media (second assumption)? Reviews of the literature
suggest that, regardless of whether adolescents turn to print
or audiovisual media, they have the chance to encounter
sexual content (Escobar-Chaves et al., 2005; Ward, 2003).
For example, between October 2004 and April 2005, 70%
of the 20 television shows that US adoles cents watch most
often included sexual content, and 45% featured sexual
behavior. Ninety-two percent of the movies, 87% of the
sitcoms and drama series, and 85% of the soap operas
studied contained sexual content (Kunkel et al., 2005).
Many magazines confront readers with provocatively posed
or nude models, openly discuss sexual techniques, and
advise readers on how to improve their sex lives (for a
review, see Ward, 2003). And a simple search in Google
with the terms “free sex” elicited, in November 2006,
2,460,000 hits that could transport the user with one mouse
click into sexually explicit sites.
The aforementioned examples of the increase and perva-
siveness of sexually explicit material on the internet already
support the third assumption that adolescents currently can
obtain sexually explicit material in addition to sexually non-
explicit material. With the expansion of the internet, the
382 Sex Roles (2007) 56:381–395

sexual content available to adolescents has become more
explicit. More important, on the internet adolescents can
access a considerable amount of sexually explicit material
anonymously and without charge (Cooper, 1998). Finally, the
internet enables adolescents to create parts of their sexual-
ized media environment themselves by sharing sexually
explicit content with their peers (Greenfield, 2004).
In line with the assumptions of the concept of a
sexualized media environment, then, available data suggest
that adolescents may currently be confronted with an
unprecedented amount of sexual media content, which is
pervasive and not limited to a single medium. The internet,
in particular, has sexualized adolescents’ media environ-
ment by extending the explicitness of sexual content
available (Cooper, 1998; Lo & Wei, 2005; Paul, 2005).
To capture adolescents’ exposure to sexual media
content of varied explicitness across different media, we
dealt in the present study with their consump tion of
sexually non-explicit, sexually semi-explicit, and sexually
explicit content in magazines, on television, and on the
internet. Television and magazines have received most
research attention as potential influences on adolescents’
sexual developme nt (Ward, 20 03), but the internet is
currently discussed as a potential impact (Greenfield,
2004; Lo & Wei, 2005; Thornburgh & Lin, 2002). Our
definition of the three forms of sexual explicitness largely
follows definitions that have been proven useful in content
analyses (e.g., Kunkel et al., 2005). Sexually non-explicit
content depicts sexual matters in indirect ways. It may
contain nudity, but it is not the focus of the depiction; close-
ups of nude persons or body parts do not appear. Sexual
intercourse may be implied or depicted, but the depiction
typically remains discreet. Sexually non-explicit content
can usual ly be found in mainstream movies or soaps. If the
depiction of sexual intercourse involves nudity, it is not
center-stage and does not sho w in timate touching . In
sexually semi-explicit content, nudity is the center of
attention. The depiction of sexual intercourse involves
intimate touching and may suggest different forms of
penetration, but they are not shown. Sexually semi-explicit
content occurs, for example, in television series such as Sex
Court or S excetera . S exually explicit material shows
genitals and sexual activities in unconcealed ways. Oral,
vaginal, and anal penetration is clearly visible, typically
shown in close-ups. Sexually explicit content is typically
featured in “adult,”“hardcore,” or “XXX” productions.
Sexualized Media Environment and Notions of Women
as Sex Objects
Regardless of whether sexual content is non-explicit, semi-
explicit, or explicit, content analyses have consistently
demonstrated that such content sexually objectifies women
more often than men (for a review, see Ward, 2003).
According to Fredrickson and Roberts (1997), the sexual
objectification of women may be defined as the reduction
of women to their sexual appeal in terms of their outer
appearance and a focus on their body (parts). It also entails
a strong concern with women’s sexual activities as the main
criterion of their attractiveness and the depiction of women
as sexual playthings waiting to please men ’s sexual desires.
In sexually non-explicit content as featured in prime-time
television programming and music videos, a focus on
women’
s bodies is more common than a focus on men’s
bodies (e.g., Grauerholz & King, 1997; Seidman, 1992).
For example, a content analysis of prime-time program-
ming showed that, in 84% of the analyzed episodes, at least
one incident of sexual harassment occurred. Thirt y-two
percent of all incidents of sexual harassment were verbal
sexual comments that focused on women’s bodies or body
parts (Grauerholz & King, 1997). An analyses of 182 music
videos showed that 37% of women, as opposed to 4% of
men, wore revealing clothing (Seidman, 1992).
In sexually semi-explicit men’s magazines, scholars have
also found a strong tendency to define women primarily by
their looks and bodies, along with the depiction of women as
sexually av ailable (Krassas, Blauwkamp, & Wesselink,
2001). In sexually semi-explicit movies, examples of female
nudity outnumber males nudity in a ratio of 4:1 (Greenberg
et al., 1993). Finally, sexually explicit material in videos,
DVD’s, magazines, and on the internet primarily treats
women as sexual playthings and subordinates, whose
bodies and genitals are the center of attention (e.g., Brosius,
Weaver, & Staab, 1993; Cowan, Lee, Levy, & Snyder, 1988;
Ertel, 1990). Cowan et al. (1988), for example, reported that
69% of sexually objectifying genitalia full-screen exposures
were shots of women, and 31% were shots of men.
Despite the consistent findings of these content analyses,
only a few studies ha ve concerned the potential link
between exposure to medi a coverage that sexually objecti-
fies women and notions of women as sex objects. Ward
(2002) presented correlational evidence that young adults
who frequently watched television were more likely than
young adults who watched television less often to believe
that women are sex objects. In an experiment, Ward and
Friedman (2006) were able to show that exposure to a
television clip that objectified women increased notions of
women as sex objects. Ward found a similar effect, yet only
for female participants in the experimental group, as
opposed to female subjects in the control group, but not
for male subjects in the experiment al group. Research is
missing on the association between other media, such as
print media or the internet, and views of women as sex
objects. However, the findings of content analyses on the
sexual objectification of women in sexually semi-explicit
Sex Roles (2007) 56:381–395 383

and sexu ally explicit content sugge st that adolescents’
exposure to a sexualized media environment may increase
their notions of women as sex objects.
Nature of the Relation Between Exposure to Sexual
Content and Notions of Women as Sex Objects
Although a positive association between exposure to a
sexualized media environment and beliefs that women are
sex objects seems plausible, the nature of this relationship
still remains vague. More specifically, it is unclear to what
extent notions of women as sex objects differ depending on
the sexual explicitness of the content and its format (i.e.,
visual, such as pictures in magazines, or audio-visual, such
as television shows or movies on the internet). Does
exposure to sexual content of varied explicitness and across
different formats add up in a (cumulative) association with
beliefs that women are sex objects? Or is a hierarchical
relation of the two constructs more likely, in which
exposure to audio-visual and sexually explicit content is
more strongly linked with notions of women as sex objects
than exposure to visual and sexually non-explicit content?
We also know little about gender differences in exposure
to sexual content of varied explicitness and beliefs that
women are sex objects. Several studies have documented
that the relation between exposure to sexual content and
sexual beliefs may be conditional on adolescents’ gender
(for a review, see Ward, 2003). However, it is difficult to
say whether the specific association between exposure to a
sexualized media environment and beliefs that women are
sex objects may be stronger for boys or girls.
Cumulative vs. hierarchical As mentioned above, the per-
vasiveness and increasing explicitness o f sexual medi a
content, along with its easy accessibility, lie at the heart of
the concept of adolescents’ sexualized media environment.
This conceptualization suggests at least two patterns of how
adolescents’ exposure to a sexualized media environment
may be related to beliefs that women are sex objects. We call
the first pattern cumulative. By cumulative, we mean that
adolescents’ exposure to sexual content of varied explicit-
ness and in different formats adds up in its association with
beliefs that women are sex objects. The explicitness of
sexual content and its visual or audiovisual format are less
important than the fact that adolescents are exposed to sexual
content repeatedly. As a result, regardless of the explicitness
and the format of the content, more exposure to sexual
content will be related to stronger beliefs that women are sex
objects. In the present study, we focused on whether
exposure to sexual content of varied explicitness and in
different formats is significantly related to notions of women
as sex objects. The strength with which each exposure is
associated with notions of women as sex objects may specify
the structure of the cumulative pattern, but was, at least in
the present study, not of primary interest.
The cumulative p attern in the association between
exposure to a sexualized medi a environment and sexual
beliefs initially underlies the reasoning that points at media
in general as a sexual socialization agent (e.g., L’Engle et
al., 2006; Strasburger & Donnerstein, 1999). At a method-
ological level, the cumulative pattern is implicitly assumed,
for example, in the sexual media diet measure, with its
combination of exposure to different sexual content in one
measure (e.g., Brown et al., 2006). At a more practical
level, the cumulative pattern in the relation between
exposure and sexual beliefs informs, for instance, calls for
more attention to media as psychosocial risk factors to
adolescent health (e.g., Rich & Bar-On, 2001).
Empirical studies based on the sexual media diet
measure provide initial support for the cumulative pattern
(Brown et al., 2006;L’Engle et al., 2006). However, the
studies did not include expo sure to sexually explicit
material, and the researchers did not investigate the relative
influence of the components of the sexual media diet
measure as Brown et al. (2006) themselves pointed out. An
extension of Brown and al.’s analysis thus requires that
adolescents’ exposure to different types of sexual explicit-
ness and across different formats be analyzed separately in
its potential association with beliefs that women are sexual
objects. In a multiple regression analysis, a cumulative
pattern would be indicated by significant relationships
between notions of women as sex objects and exposure to
non-explicit, semi-explicit, and explicit sexual conten t in
both visual and audiovisual formats.
We call the second pattern of how adolescents’ exposure
to a sexualized media environment may be related to beliefs
that women are sex objects the hierarchical pattern. The
hierarchical pattern is implicitly assumed in the reasoning
that considers sexually explicit content on the internet a
more powerful sexual socialization agent than other forms
of sexual content in traditional media (Donnerstein &
Smith, 2001; Paul, 2005; Thornburgh & Lin, 2002). At a
more practical level, the hierarchical pattern in the relation
between exposure and sexual beliefs underlies requests as
diverse as calling for special internet sex education in
families and school (Greenfield, 2004 ) or advising parents
how to protect their children from the internet (Freeman-
Longo, 2000). In contrast to the cumulative pattern, then,
the hierarchica l pattern does not entai l that adolescents’
exposure to sexual content ac ross different types of
explicitness and formats adds up in its association with
beliefs that women are sex objects. Rather, sexual content
relates hierarchically to notions of women as sex objects,
depending on its sexual explicitness and its visual or
audiovisual format.
384 Sex Roles (2007) 56:381–395

In terms of the explicitness of sexual content, a hierarchical
pattern means that only sexually explicit content is eventually
associated with notions of women as sex objects. Content
analyses of sexually explicit content have suggested a sexual
objectification of women through, for example, frequent full-
screen genitalia shots (Cowan et al., 1988), male ejaculation
on the body, the face, or in the mouth of a woman (Brosius
et al., 1993), and the depiction of women in a passive role
(Ertel, 1990). At least in its frequency and intensity, the
sexual objectification of women in sexually explicit content
may thus be more distinct than sexual objectification of
women in sexually non-explicit or sexually semi-explicit
material. Moreover, a potential excitatory habituation with,
and perhaps even desensitization to, less explicit sexual
content (Zillmann & Bryant, 1986) may result in a hier-
archical pattern, in which only exposure to sexually explicit
content is related to notions of women as sex objects.
In terms of the visual or audio-visual format of sexual
content, a hierarchical pattern means that ultimately only
audio-visual sexual content is linked with notions that women
are sex objects. Content analyses have shown that, in sexually
explicit audiovisual material, men sometimes speak to women
in a derogatory, abusive way (e.g., Cowan et al., 1988,Ertel,
1990). In prime-time programming, sexual comments that
focus on women’s bodies and body parts occur frequently
(Grauerholz & King, 1997). As a result, the additional
auditory channel in audiovisual material, and with it the
possibility to express sexually objectifying verbal or acoustic
messages (e.g., whistling), may lead to a stronger association
between audiovisual sexual content and notions of women as
sex objects than between exclusively visual sexual content
and views of women as sex objects.
An adequate test of the hierarchical pattern in the
association between exposure to a sexualized media environ-
ment and beliefs that women are sex objects requires that
exposure to all three types of sexual explicitness be
investigated both for visual and audiovisual formats. In the
case of a hierarchical association pattern, a hierarchical
multiple regression analysis would initially elicit significant
associations betwee n exposur e to sexua lly non-ex plic it
content and notions of women as sex objects. Subsequently,
there would be significant associations for exposur e to
sexually semi-explicit content, but no longer for the con-
sumption of sexually non-explicit content. However, once
exposure to sexually explicit material is considered, only this
type of exposure would have a significant relationship with
beliefs that women are sex objects; the previously significant
association betw ee n exposu re to sexually sem i-e xplic it
content and these beliefs would disappear.
For each type of sexual explicitness, an initially
significant effect of visual content would disappear once
audiovisual content is taken into considerat ion. For exam-
ple, whereas exposure to sexually non-explicit visual
content (e.g., p ictures in magazines) may at first be
significantly related with notions of women as sex objects,
this association may disappear when exposure to sexually
non-explicit audio-visual content (e.g., on television) is
considered. In a perfect hierarchical pattern, eventually only
exposure to sexually explicit audio-visual c ontent (e.g., in
videos or in movies on the internet) would be linked with
notions of women as sexual objects.
Although the characteristics of both a cumulative and a
hierarchical pattern can be clearly described, current
research evidence does not permit to specify which of the
two is more likely to occur regarding the association
between adolescents’ exposure to a sexualized media
environment and their notion of women as sex objects.
Therefore, we formulated the following research question.
RQ 1: Can the relation between adolescents’ exposure to
a sexualiz ed media env ironme nt and the ir notions o f
women as sex objects be better described as cumulative or
hierarchical?
Gender-conditionality Based on a review of general gender
differences in sexuality, Aubrey et al. (2003) have shown
how important it is to take into account that men and
women may react differently to sexual media content. The
authors concluded from existing research that, on average
and compared with women, men expect more sex from
their partners; more often have sex for recreational, and to a
lesser extent f or relational, reasons; and hold more
permissive sexual attitudes. Moreover, a sexual double
standard still exists, accordi ng to which similar types of
sexual behavior are considered more appropriate for men
than for women. The belief that women are sex objects
seems to be linked to several of these sexual dimensions in
which men and women differ. From a theoretical perspec-
tive, general gender differences in sexuality may thus
translate into specific gender differences in the relation
between notions of women as sex objects and exposure to
sexual content.
However, empirical research on gender differences in the
influence of sexual content on notions of women as sex
objects is somewhat inconclusive. In a study on the effects
of non-explicit sexual telev ision content, Ward (2002)
found that female college students who had watched a
sexually objectifying television clip agreed more strongly
than female college students who had watched non-sexual
content that women are sex objects. This difference, by
contrast, did not occur for male college students who had
been exposed to the same types of content. In a replicati on
of the study with high school students, no gender differ-
ences emerged. Regardless of their gender, stude nts who
had watched sexually objectifying content suppor ted the
notion of women as sex objects more strongly than did
students in the control condition (Ward & Friedman, 2006 ).
Sex Roles (2007) 56:381–395 385

The inconclusiveness of research on gender differences in
the response to sexual media content also pervades studies on
attitudes that resemble the belief that women are sex objects.
For example, the relationship between exposure to sexual
content on television, such as in soaps and in music videos,
has been found to be more strongly related to stereotypical
sexual attitudes among female adolescents than among male
adolescents (e.g., Strouse & Buerkel-Rothfuss, 1995;Strouse,
Goodwin, & Roscoe, 1994) . In c ontr ast, exposure to
magazine advertisements in which women were portrayed
as sex objects led to a stronger acceptance of rape myths and
sexual stereotypes among male college students than among
their female peers (Lanis & Covell, 1995;MacKay&
Covell, 1997). Finally, at least two studies suggest that it
may depend on the genre and the type of sexual belief
whether men or women are more affected by sexual content
(Aubrey et al., 2003; Ward & Rivadeneyra, 1999). As a
result of the diversity of research findings, we could only
conclude that adolescents’ gender may moderate the rela-
tionship between their exposure to a sexualized media
environment and notions of women as sex objects. However,
we were not able to specify how this moderating influence
might look and therefore formulated a research question:
RQ 2: To what extent does adolescents’ gender moderate
the relation between their exposure to a sexualized media
environment and their notions of women as sex objects?
Alternative Explanations
Previous research on individual differences in beliefs about
women as sex objects suggests that notions of women as sex
objects have developmental, social, and cultural correlates. In
the present study, with its focus on media exposure, these
correlates may function as alternative explanations of why
adolescents differ in notions of women as sex objects and
should therefore be controlled for. For example, in terms of
developmental variables, Ward (2002) has found that more
sexually experienced adolescents held stronger notions of
women as sex objects than did less sexually experienced
adolescents (Ward, 2002). Regarding social variables,
research has documented that men and boys are more likely
than women and girls to endorse such beliefs (Ward, 2002;
Ward & Friedman, 2006). Concerning cultural variables,
Ward also reported an influence of ethnicity on notions of
women as sex objects. In the Netherlands, the Turkish and
Moroccan adolescent minorities not only differ in their
sexual behavior from the Dutch adolescent majority, but
arguably also hold more traditional views of gender relations
(Rutgers Nisso Group, 2005). As a result, non-Dutch
adolescents may be more likely than Dutch adolescents to
hold beliefs that women are sex objects.
The fact that developmental, social, and cultural factors are
related to notions of women as sex objects dovetails with
results from research on related sexual attitudes. Research on
sexual attitudes suggests that it may be useful in addition to
examine the following developmental, social, and cultural
variables to test more compellingly the potential relationship
between a sexualized media environment and beliefs about
women as sex objects. In terms of extra developmental
variables, adolescents’ pubertal status and their relationship
status may decrease notions of women as sex objects. In
addition to age, pubertal status seems to be an informative
indicator of adolescents’ developmental stage. The consis-
tently lower endorsement of beliefs that women are sex
objects that Ward (2002) found among college students, as
compared to high school students (Ward & Friedman, 2006),
provides some initial evidence for a potentially negative
relation b etween pubertal s tatus and this belief. The
formation of a romantic relationship presents an important
developmental step for adolescents (Miller, Christopherson,
&King,1993) and may provide adolescents with more
differentiated insights into what constitutes being a man or a
woman. As a result, adolescents in a relationship may be less
likely than adolescents who are single to see women as sex
objects. Finally, adolescents’ sexual orientation should be
taken into consideration as a potentially confounding
variable. The development of a sexual orientation presents
an important task in adolescence, and gay and lesbian
adolescents may differ from heterosexual adolescents in their
views of women as sex objects.
In terms of additional social variables, adolescents’
socio-economic background and their formal education
may affect their beliefs about women as sex objects. Higher
education and lower socio-economic status are associated
with more support for women’s ema ncipation (Glick,
Lameiras, & Castro, 2002; Townsend, 1993). This may
also apply to the conceptually similar notion of women as
sex objects. Finally, as a further cultural variable, adoles-
cents’ religiosity may reduce notions of women as sex
objects. Religiosity generally diminishes sexualized world
views (Le Gall, Mullet, & Shafighi, 2002).
The present study has emphasized that adolescents’
exposure to sexually explicit material, most notably on the
internet, may be associated with notions of women as sex
objects. In the present study, exposure refers to the pur-
poseful consumption of such content. However, Greenfield
(2004) and Mitchell, Finkelhor, and Wolak (2003) have
emphasized that, on the internet, adolescents’ may b e
inadvertently exposed to sexually explicit material, for
example through pop-up windows or spam email. This
unsolicited exposure to sexually explicit material may affect
adolescents’ notions of women as sex object. To make our
test as rigorous as possible, we hence controlled for
inadvertent exposure to sexually explicit on-line material.
386 Sex Roles (2007) 56:381–395

In summary, we included in our model, as developmen-
tal control variables, sexual experience, pubertal status, age,
relationship status, and sexual orientation; as social control
variables, gender, education, and socio-economic status; as
cultural control variables, ethnicity and religios ity; and as
additional exposure variable inadvertent exposure to sexu-
ally explicit on-line material.
The Dutch Case
The present study was conducted in the Netherlands, a
country o ften cited for its progressive approach toward
matters of adolescent sexuality (e.g., Unicef, 2001) and its
liberal policy toward issues evolving around sexual media
content (Drenth & Slob, 1997). Furthermore, the Nether-
lands ranks amon g the top ten nations of the world
according to the United Nations’ gender-related develop-
ment index and its gender empowerment measure (United
Nations Development Programme, 2001). Finally, Dutch
adolescents’ media environment does not seem to differ
significantly from the media environment of adolescents in
other rich Western countries. Television programming in
particular seems to be similar to US television program-
ming, and many series and movies are imported from the
US (Valkenburg & Janssen, 1999). And, although the
proportion of adolescents with home internet access is
higher in the Netherlands than in most other countries,
Dutch adolescents’ actual use of the internet does not
appear to differ from the internet use of adolescents in other
countries (e.g., Valkenburg & Peter, in press).
These characteristics of the Netherlands render it a country
very well suited for the purposes of the present study. We were
able to investigate, among sexually well-educated adoles-
cents, exposure to a continuum of sexual content from various
media, including the internet, without running the risk of
producing results that are incompatible with findings from
other rich Western countries. In addition, the relatively
empowered role of Dutch women may present a strong
counterforce against media depictions of women as sex
objects. If we were to find a relationship between adolescents’
exposure to a sexualized media environment and their notions
of women as sex objects, we would not only have initial
evidence of a phenomenon that may be soon detected in other
countries, but we would also have a further indication of the
media’s important role in defining gender stereotypes.
Method
Participants and procedure
In March and April 2005, an on-line survey was conducted
among 745 Dutch adolescents (48% boys, 52% girls)
between 13 and 18 years of age (M=15.5, SD=1.69).
Ninety-two percent of the respondents were Dutch, the
remaining 8% belonged to other ethnic groups. For the study
of sensitive is sues, on-line surveys or, more generally,
computer-mediated surveys have generally proven superior to
other modes of interviewing (e.g., Mustanski, 2001). Respon-
dents were recruited from an existing online panel managed
by Intomart GfK, an established audience and media research
institute in the Netherlands. Sampling and fieldwork were
done by Intomart GfK. The institute had sampled the
respondents in all parts of the Netherlands, partly through
random telephone interviews, partly through respondents’
social networks, and requested from each respondent
informed consent and, for the minors, parental consent before
the adolescents took part in research. The response rate was
60%. Analyses showed that the gender, age, and formal
education of our respondents did not deviate from official
statistics. Prior to the implementation of the survey, institu-
tional approval was obtained from our university.
Adolescents were notified that the study would be about
sexuality and the internet and, if they wished, they could
stop participation at any time. We took several steps to
improve the confidentiality, anonymity, and privacy of the
response process (Mustanski, 2001). On the introduction
screen of the on-line questionnaire, we emphasized that the
answers would be analyzed only by us, the principal
investigators. Moreover, respondents were asked to make
certain that they filled in the questionnaire in private.
Finally, we assured the respondents that their answers
would remain anonymous. That is, we explained explicitly
that there was no possibility for the principal investigators
to identify who had filled in the questionnaire and that, on
the other hand, Intomart GfK could not see what the
respondents answered. Intomart GfK did not link respon-
dents’ answers in our quest ionnaire to their names and
contact information, and only provided us with the
background variables plus the answers to our questionnaire.
This procedure has proven succes sful in various other
studies on sensitive issues and ensures the protection of
respondents’ anonymity. Completing the questionnaire took
about 15 min.
For the regression analyses presented in this article, we
had complete data from 674 of the 745 respondents who
had started the questionnaire. Further analyses indicated
that, in terms of age, gender, ethnicity, and formal
education, the 674 respondents for whom we had complete
data did not meaningfully deviate from those respondents
for whom we lacked complete data.
Measures
Exposure to sexually non-explicit content in magazines We
operationalized this concept with adolescents’ exposure to
Sex Roles (2007) 56:381–395 387

three Dutch magazines that typically include some sexual
content (e.g., Actueel). These magazines have a recreational
orientation. They report about sports, crime, and erotica,
typically in a slightly sensationalist way. Adolescents were
asked how many issues of a particular magazine they
usually read; response categories ranging from 1 (none)to7
(all issues). The factor structure was uni-dimensional
(explained variance 80%), and resulted in a Cronbach’s
Alpha of .87 (M=1.27, SD=.82).
Exposure to sexually non-explicit content on television We
operationalized this measure by drawing on a question that
asked adolescents to what extent they were interested in
various types of television programming. Based partly on
results from content analyses (e.g., Kunkel et al., 2005;
Pardun et al., 2005; for a review, see Ward, 2003), we
included te levision genres th at present a t least some
sexually non-explici t content: soap operas (e.g., Good
Times, Bad Times), music shows (e.g., on MTV), comedy
series (e.g., Friends, Sex in the City), romantic movies
(e.g., When Harry Met Sally), romantic shows (e.g., All You
Need Is Love), and action seri es (e.g., 24, JAG). Response
categories ranged from 1 (not interested at all)to4(very
much interested). The factor structure of the scale was
unidimensional (explained variance 42%), Cronbach’s
alpha was .72 (M=2.82, SD=.69).
Exposure to sexually semi-explicit content in magazines This
measure was operationalized with two items—adolescents’
exposure to Playboy and Penthouse. Adolescents were
asked to indicate how many issues of Playboy and
Penthouse they usually read, and the response categories
ranged from 1 (none)to7(all issues). The two items
correlated at .80, Cronbach’s alpha was .89 (M=1.16,
SD=.71).
Exposure to sexually semi-explicit content on television This
measure was operationalized with adolescents’ frequency
of exposure to three sexually semi-explicit television
programs (Sexcetera, Sex Court, La tin Lover). The
respondents were asked how often, in the past year, they
had on average watched the three television programs.
Response categories ranged from 1 (never)to5(several
times a week). When the three items were entered into a
factor analysis, they formed a unidimensional scale
(explained variance 78%). Cr onbach’s alpha was .85 (M=
1.28, SD=.59).
To test whether exposure to sexually semi-explicit
content on television was also empirically distinguishable
from exposure to sexually non-explicit content on televi-
sion, we z-transformed the items used for the two scales
and subjected them to a factor analysis with varimax
rotation. The resulting two factors exactly mirrored the
operationalization of the two scales, which indi cates that
the two constructs are empirica lly independent.
Exposure to sexually explicit material in magazines Ado-
lescents were asked to indicate how often they had, on
average, read erotic magazines in the past year. Response
categories ranged from 1 (never)to5(several times a week)
(M=1.35, SD=.76). In Dutch, the term erotic magazines is
often used as a euphemism for sexually explicit Dutch
magazines, which present vaginal, oral, and anal sex in
unconcealed, uncensored ways. To test whether exposure to
sexually explicit magazines (i.e., erotic magazines) was
different from what we defined as exposure to sexually
semi-explicit magazines (i.e., Playboy and Penthouse), we
correlated the three items. Exposure to erotic magazines
was only moderately correlated with exposure to Playboy, r
=.24, p<.001, and Penthouse, r=.15, p<.001. The rela-
tively low correlations support the expected difference
between exposure to sexually semi-explicit material (as
displayed in the Dutch versions of Playboy and Penthouse)
and the more exp licit mat erial available in Dutch erotic
magazines.
Exposure to sexually explicit material on video/ DVD The
respondents were asked how often, in the past year, they
had, on average, watched a pornographic movie. Response
categories ranged again from 1 ( never)to5(several times a
week)(M=1.43, SD=.90).
Exposure to sexually explicit pictures on the internet Ado-
lescents were asked how often, in the past 6 months, they
had, on average, looked at on-line pictures in which people
are having sex. The response categories were 1 (never), 2
(less than once a month), 3 (1-3 times a month), 4 (once a
week), 5 (
several times a week), and 6 (every day), (M=
1.87, SD=1.29).
Exposure to sexually explicit movies on the internet We
asked adolescents how often, in the past 6 months, they
had, on average, watched on-line movies or movie clips in
which people are having sex. The response categories were
the same as for exposure to sexually explicit pictures on the
internet (M=1.82, SD=1.28).
Pre-tests revealed that adolescents did not need more
elaborate explanations as to the content of the two items
that we used to measure exposure to sexually explicit on-
line pictures and movies. The respondents were aware that
the two items were about sexually explicit content and their
purposeful exposure to them.
Women as sex objects We largely followed an operational -
ization by Ward (2002), but adjusted it slightly for the use
among Dutch adolescents. Furthermore, we replaced two
388 Sex Roles (2007) 56:381–395

items of Ward’s original scale (i.e., whistling at shapely
women, attractive women give men prestige) with two
items that more strongly refer to sex (i.e., “Unconsciously,
girls alwa ys want to be persuaded to have sex” and
“Sexually active girls are more attractive partners”).
Response categories ranged from 1 (disagree completely )
to 5 (agree completely). In a subseq uent factor analysis with
varimax rotation, the three items of Ward’s scale that dealt
with face and body care and the importance of women’s
appearance to attract men loaded on a separate factor. As a
result, we eventually measured the concept of women as
sex objects with the remaining three items from Ward’s
scale (i.e., “An attractive woman should expect sexual
advances;”“It bothers me when a man is interested in a
women only if she is pretty;”“There is nothing wrong with
men being primarily interested in a woman’s body”) plus
the two items we had added. These five items formed a uni-
dimensional scale (ex plained varian ce 50%), with a
Cronbach’s alpha of .75 (M=2.81, SD=.74).
Age and gender The measurement of age and gender was
straightforward. Boys were coded with 0, girls with 1.
Ethnicity We operationalized respondents’ race/ethnicity as a
dichotomy where 0 meant Non-Dutch,and1meantDutch.
Sexual experience We operationalized sexual experience
with three items: mutual masturbation, oral sex, and coital
sex. Pre-tests revealed that adolescents had no problems
understanding the terms. Respondents were asked whether
they had performed one or more of the three behaviors. To
avoid problems with the log-transformation of the resulting
scale, experience with a particula r sexual behavior was
coded as 2; lacking experience with a particular behavior
was coded as 1. The three items loaded on one factor
(explained variance 81%). We first summed these items and
then divided them by the number of items to form a scale.
The resulting alpha was .88 (M=1.30, SD=.41).
Education Education was measured on a 5-point scale that
represented the different educat ional levels at which Dutch
adolescents can be (M=2.75, SD=1.22). The response
categories were 1 (Elementary education, lower vocational
education), 2 (Lower general secondary education), 3
(Intermediate vocational education), 4 (Higher general
secondary education, pre-university education)and5
(Higher vocational education, university
). It shoul d be
noted that, in the Netherlands, adolescents of the same age
may have different formal levels of education. This also
shows in a modest correlation of r=.23 between formal
education and age.
Socio-eco no mic status Adol esce nt s’ socio-economic re-
sources were operationalized as a combination of two
measures: the profession and the educational level of the
family’s primary breadwinner (i.e., the person that earns
most of the money in a family). For example, if the family’s
breadwinner has a low formal education and does unskilled
work, a low socio-economic status results. In contrast,
somebody with a university de gree and in a leading
professional position would be assigned a high socio-
economic status. The two measures were combined so that
a 5-point scale resulted. The anchors of the resulting scale
were 1 (low socio -economic status) and 5 (high socio -
economic status) (M=2.97, SD=1.28).
Religiosity Whether adolescents are religious was measured
with the item “I am religious.” Response categories ranged
from 1 (does not apply at all)to5(applies completely)(M
=2.23, SD=1.33).
Pubertal status Pubertal status was operationalized with the
Pubertal Status Scale developed by Petersen, Crockett,
Richards, and Boxer (1988 ). The scale contains five items
for boys—body hair, voice change, skin change, growth
spurt, and facial hair—and five for girls—body hair, breast
change, skin change, growth spurt, and menstruation. We
removed the skin change item because Petersen et al. noted
that it was the least reliable and least valid of the various
items. Adolescents could indicate on a 4-point scale that
ranged from 1 (has not started yet)to4(has already
finished) whether each bodily change had already begun or
had already finished. For validity reasons, we did not
provide girls with the res pons e categor y has already
finished for the menstruation item. The internal consistency
of the scale was .89 for boys (M=2.91, SD =.83) and .82 for
girls (M=3.19, SD=.56).
Relationship status Adolescents’ relationship status was
measured with the question “Are you currently in a
romantic relationship?” Adolescents who were single were
coded 0 (67.9%); adolescents who had a relationship were
coded 1 (32.1%).
Sexual orientation Adolescents were asked whet her they
were gay/lesbian, bisexual, or heterosexual. In the present
study, we included sexual orientation only to account for
potential differences in heterosexual and non-heterosexual
adolescents in their notions of women as sex objects. We
therefore dichotomized the variable into non-heterosexual
adolescents (coded 0, 6.8%) and heterosexual adolescents
(coded 1, 93.2 %).
Inadvertent exposure to sexually explicit material on the
internet We asked adolescents how often, on average, they
Sex Roles (2007) 56:381–395 389

had by chance encountered explicit sexual content on the
internet in the last 6 months. The sexual content we referr ed
to was (a) pictures with clearly exposed genitals; (b) movies
with clearly exposed genitals; (c) pictures in which people
are having sex; (d) movies in which people are having sex;
(e) erotic contact sites. On erotic contact sites, people can
get in touch with other people for sexual purposes, for
example by posting visually and/or textually sexually
explicit profiles, which may also appear in a context of
sexually explicit advertising or links. The response catego-
ries were 1 (never), 2 (less than once a month), 3 (1–3 times
a month), 4 (once a week), 5 (several times a week), and 6
(every day). The items loaded on one factor (explained
variance 67%), and resulted in a Cronbach’s alpha of .87
(M=2.10, SD=1.11).
Data analys is
We conducted hierarchical multiple regression analyses to
test our research questions. Multiple regression analysis
assumes that the variables have normal distributions, but
sexual measures are typically positively skewed. Prior to
the multiple regression analysis, we conducted Shapiro-
Wilk tests for normality to determine whether the metric
variables were normally distributed. As a result of the test,
we had t o log-transform the measures of religiosity,
pubertal status, sexual experience, and all exposure mea-
sures. Because some of our measures might be strongly
correlated, we checked whet her there was evidence of
multicollinearity between the variables. This was not the
case; all variance inflation factors were clearly below the
critical value of 4.0. The Cook-Weisberg test confirmed that
our model met the assumption of homoskedasticity. For the
investigation of the interaction terms betw een adolescents’
gender and their exposure to various sexual content, we
centered the exposure variables around their means to avoid
multicollinearity problems (Aiken & West, 1991).
Results
Table 1 presents the zero-order correlations between the
core variables of the study, the various forms of exposure to
sexual content and the belief that women are sex objects.
With the exception of exposure to sexually non-explicit
content in magazines and on television, all other exposure
forms were significantly positively associated with beliefs
that women are sex objects. Two patterns in the associa-
tions betwe en the different forms of exposure seem
noteworthy. First, exposure to sexually non-explicit content
on television was not at all or negatively associated with
exposure to sexually semi-exp licit or sexually expl icit
content. Second, exposure to sexually semi-explicit content
on television and exposure to sexually explicit content in
magazines, in films/DVD’s, and on the internet were
strongly interrelated. Overall, Table 1 suggests an exposure
pattern along the line s of sexual explicitness. By and large,
adolescents seem to prefer either sexually non-explicit
content or sexually explicit content; exposure to sexually
semi-explicit content, particularly on television, is more
strongly related with exposure to sexually explicit content
than with exposure to sexually non-explicit content.
Adolescents’ gender predicted thei r exposure to the
various forms of sexual content and their beliefs that
women are sex objects. Exposure to sexually non-explicit
magazines did not differ for girls and boys (M
Girls
=1.24,
SD
Girls
=.78, M
Boys
=1.29, SD
Boys
=.86), t (742)=.86, n.s.
But girls watched sexually non-explicit content on televi-
sion more often than boys did (M
Girls
=3.12, SD
Girls
=.58,
M
Boys
=2.50, SD
Boys
=.65), t (724)=−13.69, p<.001. Com-
pared with girls, boys consumed significantly more often
sexually semi-explicit conten t in magazines (M
Girls
=1.05,
SD
Girls
=.37), M
Boys
=1.29, SD
Boys
=.94, t (742)=4.68,
p<.001, sexually semi-explicit content on television
(M
Girls
=1.13, SD
Girls
=.38, M
Boys
=1.43, SD
Boys
=.72), t
(732)=7.21, p<.001, sexually explicit content in magazines
(M
Girls
=1.17, SD
Girls
=.54, M
Boys
=1.53, SD
Boys
=.91), t
(732)=6.64, p<.001, sexually explicit content on film/
DVD (M
Girls
=1.13, SD
Girls
=.52, M
Boys
=1.74, SD
Boys
=
1.09), t (732)=9.80, p<.001, sexually explicit pictures
on the internet ( M
Girls
=1.40, SD
Girls
=.86, M
Boys
=2.38,
SD
Boys
=1.47), t (727)=11.12, p<.001, and sexually explicit
movies on the internet (M
Girls
=1.37, SD
Girls
=.83, M
Boys
=
2.30, SD
Boys
=1.49), t (727)=10.49, p<.001. In contrast to
girls, boy s h el d s ign ifica ntly more o ften notions that
women are sex objects (M
Girls
=2.58, SD
Girls
=.67, M
Boys
=
3.01, SD
Boys
=.73), t (727)=12.11, p<.001.
Nature of the relation
Our two research questions investigated two aspects of the
association between exposure to sexual content of varied
explicitness and across visual and audio-visual formats:
first, whether the association is cumulative or hierarchical,
and second, to what extent the relation depends on
adolescents’ gender.
Cumulative vs. hierarchical To test the cumulative or
hierarchical nature of the association, we conducted hierarchi-
cal multiple regressions ( see Table 2). We began th e
hierarchical regression analysis with a base model that
included alternative explanations of beliefs that women are
sex objects. Next, we successively entered the various
exposure measures, starting with exposure to sexually non-
explicit sexual content (Models 1 and 2), continuing with
390 Sex Roles (2007) 56:381–395

exposure to sexually semi-explicit content (Models 3 and 4)
and ending with exposure to sexually explicit material
(Models 5 and 6). At each of these three levels of sexual
explicitness, we entered exposure to sexual content in a
visual format (i.e., pictures in magazines or on the internet)
before exposure to sexual content in an audiovisual format
(i.e., television, video, or movies on the internet). In Models
5 and 6, we separated exposure to sexually explicit content
Table 2 Exposure to a sexualized media environment and notions of women as sex objects.
(N=674) Models
Base 1 2 3 4 5 6
Control variables
Girls −.30
c
−.30
c
−.32
c
−.30
c
−.26
c
−.23
c
−.20
c
Age −.11
a
−.11 −.10 −.10 −.07 −.07 −.07
Education .02 .02 .02 .01 .00 .01 .00
Socio-economic status −.01 −.00 −.00 −.01 −.02 −.02 −.01
Dutch ethnicity .00 .00 .00 −.00 −.01 −.00 −.00
Religiosity (ln) .03 .03 .02 .02 .02 .02 .02
In relationship −.00 −.00 .00 .01 .02 .02 .01
Pubertal status (ln) −.02 −.02 −.03 −.02 −.04 −.04 −.05
Sexual experience (ln) .07 .07 .07 .06 .02 .02 .01
Heterosexual orientation .01 .01 .01 .01 .04 .03 .03
Inadvertent exposure explicit internet (ln) .11
b
.11
b
.11
b
.10
a
.06 −.02 −.04
Sexual exposure variables
Non-explicit magazines (ln) −.04 −.04 −.07 −.07 −.08 −.06
ΔR
2
.001
Non-explicit television (ln) .04 .04 .02 .03 .03
ΔR
2
.002
Semi-explicit magazines (ln) .08
a
.06 .05 .04
ΔR
2
.006
a
Semi-explicit television (ln) .18
c
.13
b
.08
ΔR
2
.024
c
Explicit magazines (ln) .06 .04
Explicit pictures internet (ln) .14
b
.06
ΔR
2
.014
b
Explicit video/DVD (ln) .10
Explicit movies internet (ln) .11
a
ΔR
2
.011
b
Total R
2
.124
c
.125
c
.127
c
.133
c
.157
c
.171
c
.182
c
Total Adj. R
2
.110 .110 .110 .114 .138 .149 .158
Note.
a
p<.05,
b
p<.01,
c
p<.001 (t-test, F-test, two-tailed); (ln)=log-transforme d; cell entries are standardized regression coefficients.
Table 1 Zero-order correlations between exposure measures and notions of women as sex objects.
Women as sex object (1) (2) (3) (4) (5) (6) (7)
(1) Non-explicit magazines (ln) −.04
(2) Non-explicit television (ln) −.09
a
.09
a
(3) Semi-explicit magazines (ln) .13
c
.36
c
.03
(4) Semi-explicit television (ln) .27
c
.10
b
−.04 .22
c
(5) Explicit magazines (ln) .23
c
.23
c
−.09
a
.28
c
.49
c
(6) Explicit pictures internet (ln) .30
c
.06 −.11
b
.22
c
.45
c
.46
c
(7) Explicit video/DVD (ln) .30
c
.04 −.12
b
.23
c
.62
c
.53
c
.55
c
(8) Explicit movies internet (ln) .31
c
.05 −.07 .22
c
.49
c
.44
c
.72
c
.61
c
Note.
a
p<.05,
b
p<.01,
c
p<.001 (two-tailed); (ln)=log-transformed.
Sex Roles (2007) 56:381–395 391

on the internet from exposure to sexually explicit material in
magazines (Model 5) and on video/DVD (Model 6) to test
whether on-line exposure to such material makes a difference.
The base model in the second column of Table 2 shows
that male and younger adolescents believed more strongly
than female and older adolescents that women are sex
objects. Further, more frequent inadvertent exposure to
sexually explicit material on the internet was related to
stronger notions that women are sex objects. None of the
other control variables affected adolescents’ notion that
women are sex objects. In Model 1, the addition of
adolescents’ exposure to sexually non-explicit content in
magazines neither resulted in a significant association with
notions of women as sex objects nor in a significant
improvement of the explained variance, ΔR
2
=.001, n.s.
Similar results as in Model 1 emerged in Model 2 when we
included exposure to sexually non-explicit content on
television, ΔR
2
=.002, n.s.
However, exposure to sexually semi-explicit content in
magazines, as e ntered in M odel 3, was sig nificant ly
positively related with beliefs that women are sex objects
and significantly increased the explained variance of the
model, ΔR
2
=.006, ΔF(1, 659)=4.38, p<.05. An even
bigger imp rovement in the explained variance of the model
resulted when we added exposure to sexually semi-explicit
content on television, as model 4 shows, ΔR
2
=.024, ΔF(1,
658)=18.83, p<.001. Exposure to sexually semi-explicit
content on television had a strong positive relation with
notions of women as sex objects, β=.18, p<.001. In line
with a hierarchical pattern in the relation between exposure
to a sexualized media environment and notions of women
as sex objects, the previously significant association
between exposure to sexually semi-explicit content in
magazines dropped below conventional significance levels,
β=.06, n.s., when exposure to s exually s emi-explicit
content on television was included in the model.
Model 5 indicates that adolescents’ exposure to sexually
explicit pictures on the internet was significantly positive-
ly associated with the belief that women are sex objects,
β=.14, p<.01. This was not the case for exposure to sexually
explicit magazines, β=.06, n.s. Inclusion of these two
variables in the model significantly increased the explained
variance, ΔR
2
=.014, ΔF(2, 656)=5.38, p<.01. The rela-
tion between exposure to sexually semi-explicit content on
television and the dependent variable became weaker, but
was still significant. Finally, in Model 6, we included
adolescents’ exposure both to sexually explicit material
on video/DVD and to sexually explicit movies on the
internet. Exposure to sexually explicit movies on the internet
was significantly related with the notion that women are sex
objects, β=.11, p<.05, whereas exposure to sexually
explicit material on video/DVD was not, β=.10, n.s. The ex-
plained variance of the model significantly increased when
the two variables were included in the model, ΔR
2
=.011,
ΔF(2, 654)=4.54, p<.01. The previously significant relation
between exposure to sexually explicit pictures on the internet
and the dependent variable disappeared, β=.06, n.s. The
association between exposure to sexually semi-explicit
content on television and the dependent variable was also
no longer significant, β=.08, n.s.
To sum up, we found, in line with our expectation, that
adolescents’ exposure to sexual media content was linked
with stronger beliefs that women are sexual objects. More
specifically and in response to our first research question,
the results showed that the nature of this association can be
described best as hierarchical.
Gender conditionality If the relation between exposure to a
sexualized media environment and the notion of women as
sex objects is moderated by adolescents’ gender, we would
expect significant interaction effects between gender and
one or more of the exposure measures. This was not the
case. We did not find any significant interaction effects
between the eight exposure measures and their association
with beliefs that women are sex objects. Likewise, adding
the eight interaction terms to the model did not significantly
increase the explained variance of the model, ΔR
2
=.011,
ΔF(8, 646)=1.12, n.s. In response to the second research
question, then, our analyses indicated that the hierarchical
pattern in the association of adolescents’ exposure to a
sexualized media environment and their notion of women
as sex objects applied equally to boys and girls.
Discussion
Similar to previous research (Ward, 2002; Ward & Friedman,
2006), our study has shown that adolescents’ exposure to
a sexualized media environment is assoc iated with
stronger notions of women as sex objects. As requested
by Brown et al. (2006), we specifically studied how
exposure to sexual content of varied explicitness and in
different formats is linked with beliefs that women are sex
objects. We found that the relation between exposure to a
sexualized media environment and notions of women as
sex objects can largely be described as hierarchical: Starting
with adolescents’ exposure to sexually semi-explicit con-
tent, the statistical significance of the association with
notions of women as sex objects moved from semi-explicit
content to more explicit sexual content. Exposure to sexual
content in visual formats (i.e., pictures in magazines and on
the Internet) generally lost its significant relation with
notions of women as sex objects when sexual content in
audiovisual formats were considered (i.e., television and
movies on the Internet). Exposure to sexually explicit
392 Sex Roles (2007) 56:381–395

movies on the internet was the only exposure measure
significantly related to beliefs that women are sex objects in
the final regression model, in which exposure to other
forms of sexual content was controlle d. This pattern applied
to both girls and boys.
Adolescents’ exposure to sexual media content
and their sexual beliefs
In line with previous research, most notably studies based on
adolescents’ sexual media diet (Brown et al., 2006;L’Engle et
al., 2006;Pardunetal.,2005), this investigation focused on
the entity of adolescents’ exposure to sexual media content
in order to better understand their sexual beliefs. In contrast
to previous research, however, we did not find a cumulative,
but a hierarchical pattern in the relation between adolescents’
notions of women as sex objects and their exposure to sexual
content of varied explicitness in visual and audiovisual
formats. Our specific result by no means implies that the
cumulative pattern is generally invalid. Pardun et al. (2005)
analyzed separately the influence of adolescents’ exposure to
television, movies, music, and magazines on intentions to
have sex, and they found a cumulative pattern. This initially
suggests that the occurrence of a cumulative or hierarchical
pattern might depend on the type of sexual variable studied.
Sexual attitudes may be differently related with exposure to a
sexualized media environment than are sexual intentions or
sexual behaviors.
Further, the emergence of a cumulative or hierarchical
pattern may hinge on which forms of exposure to sexual
media content are studied. Therefore, future studies should
also include exposure to sexual content in video games and
music videos. In addition, it may be inte resting to see
whether exposure to sexually non-explicit and sexually
semi-explicit content on the internet changes the pattern of
results obtained in our study. Finally, researchers should
also consider sexual stories of varied explicitness to test
rigorously whether the hierarchical pattern that we found in
terms of visual and audiovisual formats holds in the
presence of written formats. The more encompassing the
inventory of sexual content which adolescents currently use
becomes, the better we will be able to understand whether
adolescents’ exposure to sexual content is cumulati vely or
hierarchically related to their sexual beliefs.
Exposure to sexually explicit movies on the internet was
crucial for the hierarchical pattern in the relationship
between adolescents’ exposure to a sexualized media
environment and their notions of women as sex objects.
This finding confirms Brown et al.’s(2006) presumption
that sexually explicit content, particularly on the internet
and in an audio-visual format, plays an important role for
the formation of adole scents’ sexual beliefs. Although
adolescents are not supposed to consume sexually explicit
material, they do (Lo & Wei, 2005; Peter & Valkenburg,
2006)—and their consumption resonates with whether they
believe that women are sex objects. The internet plays a key
role in providing adolescents with access to sexually
explicit material. This also showed in our finding that,
when pitted against each other, only exposure to sexually
explicit movies on the internet was significantly related to
notions of women as sex objects, whereas exposure to
sexually explicit movies on video or DVD was not.
Although the internet is itself only part of a generally
sexualized media environment, it seems to largely define
this environment in terms of its sexual explicitness.
Sexualization of adolescents’ media environment conse-
quently does not only mean that adolescents get more of the
same sexually non-explicit content in different media; it
also means that they get more sexually explicit content, and
this happens predominantly on the internet. Therefore, it
seems paramount that exposure to sexually explicit mate-
rial, most notably on the internet and in an audio-visual
format, receive more attention in future research.
Unlike in many earlier studies, we did not find an
association between adolescents’ exposure to sexually non-
explicit content on television or magazines and their belief
that women are sex objects. The hierarchical relation
between exposure to sexual content and notions of women
as sex objects only emerged with adolescents’
exposure to
sexually semi-explicit content in magazines and on televi-
sion. Two methodological and one conceptual explanation
of this finding are possible. First, we operationalized
exposure to sexually non-explicit content on television
with the proxy variable of adolescents’ interest in various
television genres with sexual content. Although correlations
with other exposure measures did not suggest any dubious
patterns, a more valid operationalization of exposure to
sexually non-explicit television content might have pro-
duced different findings. Second, it may be that exposure to
sexually non-explicit content on television must be mea-
sured more specifically than it was done in our study. We
chose, in line with previous studies, categories that
typically include sexual issues (e.g., soaps, music shows,
and movies). However, it may be that exposure to sexually
non-explicit content on television needs to be captured with
exposure to specific soaps or specific genres of music
videos that have been identified as particularly sexualized
(e.g., gangsta rap music clips in which men are glorified as
“pimps” and women are treated as “bitches”).
A third, more conceptual explanation of our finding may
refer to desensitization processes among adolescents. Given
the degree of explicitness in sexual content currently
available to adolescents, more traditional, sexually non-
explicit c ontent may have become so normal for adoles-
cents that they hardly notice the sexual messages of the
content. Only when a certain level of sexual explicitness is
Sex Roles (2007) 56:381–395 393

displayed in sexual content do the ramifications of exposure to
this content begin to show, for example, in the sexual
objectification of women. Zillmann and Bryant (1986, 1988)
have described such desensitization effects for men repeat-
edly exposed to sexually explicit material, but they are also
conceivable for adolescents exposed to sexual content in the
mainstream media. This adds the dimension of context-
sensitivity to the concept of a sexualized media environment
(Peter, 2004). The same sexual media content may not be
equally related to sexual beliefs; the strength of the
association may rather depend on the extent to which the
media environment is sexualized. Depending on the extent
of sexualization of the media environment, sexual media
content of different types of explicitness may be related to
sexual beliefs. Given that the majority of research is US-
based and our study was done in the Netherlands, cross-
national comparative researchers may find it an interesting
task to test the context sensitivity of the association between
exposure to sexual media content and sexual beliefs.
Women as sex objects
The present study contributes to a small but coherent body of
research that shows that the relatively homogeneous media
depiction of women as sex objects is linked with adolescents’
notions of women as sex objects (Ward, 2002;Ward&
Friedman, 2006). However, our study extends previous
research in that it points to the importance of adolescents’
exposure to sexually explicit material, most notably on the
internet and in an audio-visual format. Our findings are in
line with two different strands of research. First, the fact that
we found sexually explicit on-line movies to be related with
notions of women as sex objects concurs with content
analyses that have demonstrated that women are objectified
in sexually explicit material (e.g., Brosius et al., 1993;
Cowan et al., 1988;Ertel,1990). This objectification may
partly result from men’s derogatory sexual comments about
women (Cowan et al., 1988; Ertel, 1990). Second, our result
that exposure to audiovisual sexually explicit content on the
internet rather than exposure to such content on video or
DVD was associated with beliefs that women are sex objects
tentatively supports researchers who have argued that, due to
its easy accessibility, sexual content on the internet may play
a crucial role in the sexual socialization of adolescents
(Donnerstein & Smith, 2001;Greenfield,2004; Thornburgh
&Lin,2002).
With its cross-sectional design, the present study was not
able to identify a clear causal direction between exposure to a
sexualized media environment and beliefs that women are sex
objects. Exposure to sexual media content may boost
adolescents’ beliefs that women are sex objects. But, based
on our data, it is equally likely that adolescents who believe
that women are sex objects feel especially attracted by
sexually explicit material and consequently turn to this
content frequently. This puzzle can only be solved with
longitudinal designs, given the ethical problems of experi-
mental research in studies on sexually explicit material with
minors. Regardless of whether exposure to a sexualized media
environment affects beliefs that women are sex objects or vice
versa, the association between the two is already of great
social relevance. In many Western countries, the past 30 years
have seen attempts to achieve sexual relations that are
characterized by gender equality and mutual understanding
and respect. In the same vein, issues such as the sexual double
standard, gender stereotypes, and the sexual exploitation and
abuse of women have entered public discourse. If we now see
that—among both female and male adolescents—notions of
women as sex objects are linked with exposure especially to
sexually explicit material, we may possibly witness a media-
related change in gender and sexual relations. The concepts
and results presented here may present a first call to further
investigate this issue.
Acknowledgments The authors would like to thank two anonymous
reviewers for their insightful comments on an earlier draft of this
article. The study was fun ded by grants from the Ne therlands
Organisation for Scientific Research (NWO) to both the first and the
second author.
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