Explaining College Men's Rape Myth Acceptance: The Role of Sports Media, Masculine Norms & Fraternity Membership.

Sexual assault is a serious public health issue that is particularly pervasive on U.S. college campuses, and it is well established that men's acceptance of rape myths is associated with negative, and even harmful, attitudes and behaviors toward women. Given the association of rape myths with sexual assault, there is a critical need to identify factors associated with men's acceptance of such myths. To this end, we surveyed 318 fraternity men and 183 non-fraternity college men in the United States to test whether sports media use and conformity to masculine norms, specifically beliefs in controlling women and sexual permissiveness, are associated with rape myth acceptance. Results showed that, after controlling for demographic characteristics including fraternity membership, regular sports media exposure, conformity to masculine norms that support control over women and permissive sexual activity (e.g. playboy norms), were positively associated with rape myth acceptance. This study contributes to a better understanding of multidimensional relationships between sports media consumption, conformity to masculine norms, and rape-supportive culture among young men.

Sexual Scripts and Sexual Consent: Gender Stereotypes, Music-Media Messages, and Sexual Consent Expectancies Among College Men and Women.

The pervasiveness of sexual assault among college women prompted examination of college students' sexual-consent expectancies using sexual scripting theory as a framework. We aimed to understand how personal beliefs, experiences with sexual violence, and dominant cultural gendered sexual scripts in music media inform sexual-consent expectancies among a sample of primarily White heterosexual college students at a northwestern university (n = 364). Participants viewed music videos with sexual and objectifying content and reported their perceptions of how women were portrayed. Linear mixed modeling with Maximum Likelihood with interactions by biological sex revealed associations between past sexual victimization and lower expectancies to adhere to a sexual partner's consent wishes. Men with a history of perpetrating sexual violence had lower expectancies to ask for consent, and women with more traditional sexual stereotypes had lower expectancies to seek consent or refuse unwanted sex. Having lower expectancies to adhere to a partner's consent wishes was associated with holding more traditional sexual stereotypes for both men and women. Participants who perceived women as powerlessness in viewed music videos had lower expectancies to ask for consent from a sexual partner, to refuse unwanted sexual advances, and to adhere to a decision regarding sexual consent. Through the lens of sexual scripting theory, results advance understanding of how the intersection of biological sex, experiences of sexual violence, gendered beliefs, and cultural scripts in music media inform young adults' sexual expectancies and potential for sexual risk. Implications for prevention include addressing gendered sexual scripts to reduce ambiguity around sexual consent among college students. Media-based interventions are discussed as a strategy toward this end.

Perceived Realism and Wishful Identification: College Students' Perceptions of Alcohol Ads and Their Intentions to Sexually Coerce with or Without Using Alcohol.

Sexual coercion is a serious health problem in the United States, and it is the most prevalent form of sexual victimization that occurs on college campuses. The present study aimed to identify factors, such as exposure to objectified women in alcohol advertisements, that may contribute to college students' intentions to sexually coerce with alcohol use and without alcohol use. We also investigated the potential effects of gender stereotypes, wishful identification of alcohol ads, perceived realism of alcohol ads, and alcohol expectancies related to sexual enhancement on students' intentions to coerce. An online experiment was conducted with 1208 students from a large Northwestern university. Participants were randomly assigned to two conditions in which they were exposed to alcohol advertisements that included either highly objectified images of women or low-objectified images of women. The regression analyses indicate beliefs in gender stereotypes were the most consistent predictor across women and men's sexually coercive intentions, regardless if alcohol was used. Wishful identification with models in alcohol advertisements was positively associated with intentions to coerce, and perceived realism of alcohol ads was negatively associated with intentions to coerce. For college men's intentions to sexually coerce using alcohol, there were significant interaction effects between exposure to highly objectified advertisements and gender stereotypes. For women's intentions to sexually coerce using alcohol, the interaction between wishful identification and perceived realism was significant. Education efforts are needed to deal with the endorsement of gender stereotypes on college campuses. Media literacy may help college students critically evaluate portrayals of women in the media, and thus, in turn, may help lower intentions to sexually coerce.

Adolescents' Sex-Related Alcohol Expectancies and Alcohol Advertisements in Magazines: The Role of Wishful Identification, Realism, and Beliefs about Women's Enjoyment of Sexualization.

In the United States, approximately one in five sexually active teens report alcohol or drug use before their last sexual encounter. The co-occurrence of alcohol with sex increases risky behaviors, such as having unprotected sex. Magazines that target adolescents often feature alcohol advertisements with sexual innuendo and female objectification. Such advertisements may inform adolescents' expectancies that alcohol can facilitate sex. With an experimental design and path analysis, we examined 874 adolescents' (ages 15-17, M = 16.05) exposure to objectifying alcohol ads, their perceptions of the ads, and their attitudes about women's sexualization in relation to sex-related alcohol expectancies. For female adolescents we assessed their enjoyment of sexualization, and for male adolescents, we assessed their perceived enjoyment of sexualization among women. Teens' perceptions that alcohol ads promote the co-occurrence of alcohol with sex mediated the effect of ad exposure and perceived realism of the ads on sex-related alcohol expectancies. The enjoyment of sexualization construct mediated the effect of wishful identification and perceived realism on sex-related alcohol expectancies. Wishful identification also directly related to sex-related alcohol expectancies. Results challenge the alcohol industry's compliance with advertisement regulations and suggest media literacy as a strategy to promote healthy sex-related alcohol expectancies among adolescents.

Viewers' Perceptions of Objectified Images of Women in Alcohol Advertisements and Their Intentions to Intervene in Alcohol-Facilitated Sexual Assault Situations.

Alcohol-facilitated sexual assault is a serious problem on college campuses, and bystander intervention has been shown to be a successful method in reducing sexual assaults. Although there are a number of factors associated with individuals' intentions to intervene in sexual assault situations, the media's cultural scripts that link alcohol consumption to sexual success may play a role. Alcohol advertisements, in particular, routinely portray women as sexual objects and often link alcohol consumption to sexual success; therefore, exposure to such content may be negatively associated with people's intentions to intervene in alcohol-facilitated sexual assault situations. Thus, the current study investigated if exposure to and perceptions of objectified images of women in alcoholic beverage advertisements were associated with college students' intentions to intervene in alcohol-facilitated sexual assault situations. Undergraduate college students (N = 1208) were randomly assigned to view three alcohol advertisements that either included highly-objectified or low-objectified women, and then they reported their perceptions of the women in each of the alcohol advertisements and their intentions to intervene in sexual assault situations. Hierarchical regression analyses indicated that individuals' perceptions of alcohol advertisements moderate the relationship between exposure to objectifying alcohol advertisements and intentions to intervene in sexual assault situations.

Rape Myth Acceptance, Efficacy, and Heterosexual Scripts in Men's Magazines: Factors Associated With Intentions to Sexually Coerce or Intervene.

Sexual coercion has gained researchers' attention as an underreported form of sexual abuse or harm. The percentage of male and female college students who reported engaging in sexual coercion was as high as 82% for verbally coercive behaviors over the course of a year. Guided by heterosexual scripting theory and the integrated model of behavioral prediction, we examine potential factors associated with college students' intentions to sexually coerce or to intervene when friends plan to sexually coerce (bystander intention). Factors included young college students' beliefs about rape myth acceptance, perceived norms, efficacy to reduce sexual-assault risk, and exposure to men's and women's magazines. As predicted, results indicate rape myth acceptance was positively associated with intentions to sexually coerce, and negatively associated with bystander intentions to intervene. Students' efficacy to reduce sexual-assault risk was negatively associated with intentions to sexually coerce, and positively associated with bystander intentions. Exposure to the heterosexual scripts in men's magazines, which connect sexual prowess to masculinity, was associated with intentions to sexually coerce. Exposure to magazines was not associated with bystander intentions to intervene. Overall, an understanding of the independent contribution of these factors toward sexual coercion and intervention has implications for dating violence prevention programming.

Adolescent sexual risk and multiple contexts: interpersonal violence, parenting, and poverty.

In this study we estimated the combined effects of violence experiences, parenting processes, and community poverty on sexual onset, alcohol or other drug (AOD) use at last sex, multiple sex partners, and prior pregnancy in a sample of 7th-, 9th-, and 11th-grade adolescents (n = 7,891), and the subsample of sexually experienced adolescents (n = 2,108). Multilevel multivariate logistic regression analyses revealed that having experienced any interpersonal violence, and low levels of perceived parental warmth and parental knowledge predicted sexual onset. Adult sexual abuse or peer sexual coercion increased the odds for AOD use at last sex and having multiple sexual partners. When demographic, violence experiences and parenting behaviors were accounted for, poverty was not associated with sexual onset, AOD use at last sex, or multiple sex partners. Results suggest prevention efforts to reduce teen dating violence may be especially important to diminish sexually risky behaviors among adolescents.