| This study consisted of a nonexperimental, quantitative, cross-sectional survey design to investigate whether gender, frequency of viewing, genre of program, and viewer involvement with television influenced sexual self-esteem. Relying on cultivation theory, which links television's consistent images and portrayals to construct a specific portrait of reality, the study utilized both validated and self-designed questionnaires. Descriptive statistics revealed that overall, men's and women's sexual self-esteem did not vary. Frequency of viewing did not correlate with sexual self-esteem whereas social desirability did. Regression analysis, used to examine the interaction effects of the individual variables, revealed that social desirability, watching music videos, and viewing television for the purpose of becoming aroused appeared to be significantly correlated with sexual self-esteem. The findings of this study build upon what is known about sexual self-esteem and provide evidence of one correlate: aspects of viewing television. The results provide baseline data about both constructs and, with more research, are set to inform parents and educators about the impact of television on sexual self-esteem, help strengthen media literacy programs in college texts and school curricula, and provide the impetus for therapists and other professionals to address this construct in practice. Ultimately, the results guide public policy around media and expand the breadth of understanding about human sexuality. |
