THE CHANGING NATURE OF SEX REFERENCES IN MASS CIRCULATION MAGAZINES

• Published in: Public opinion quarterly Vol. 36; no. 1; pp. 80 - 86
• Main Authors: SCOTT, JOSEPH E., FRANKLIN, JACK L.
• Format: Journal Article
• Language: English
• Published: Princeton, N.J Oxford University Press 01-01-1972; Columbia University Press; Public Opinion Quarterly, Inc
• Subjects: Birth control; Censorship; Current Research; Human sexual behavior; Magazine/Magazines; Mass media; Mass/Masses; Prostitution; Sex/Sexes/Sexism/Sexist/Sexists; United States/US
• ISSN: 0033-362X; 1537-5331
• DOI: 10.1086/267977

A revision of a paper presented at the annual meeting of the Pacific Sociol'al Assoc, Honolulu, Hawaii, Apr 8-10, 1971. General cultural changes re sex as portrayed in general public periodicals between 1950, 1960, & 1970 were studied via content analysis. The periodicals were: Readers' Digest, McCalls, Lifer Look, Saturday Evening Post, Time. & Newsweek. The hypothesis that the N of references to sex increased with each subsequent decade is supported by the data; It increased by 82% from 1950 to 1960 & by 111% from 1950 to 1970, with the greatest increase occurring in the 1950's rather than the 1960's. A 2nd hyp, that the number of liberal references to sex increased with each decade, is also supported but not with the strength & intensity expected. In 1950, 40.8% of the total references were classified as liberal; in 1960, 42.9%, & in 1970, 44.9%. Conservative references to sex remained unchanged from 1960 to 1970. Comparisons are made with a similar study by A. Ellis, THE FOLKLORE OF SEX (New York, NY: Grove Press, 1961). Utilizing Ellis' classificatory system an attempt was made to ascertain possible changes in coverage of particular sexual activities over the yrs. References to extramarital sex relations followed the same pattern found by Ellis in 1960-a consistently diminishing % of conservative references from 1950 to 1970, while liberal references showed a consistent increase. Reference to noncoital sex relations (kissing, petting, masturbation) show the most consistent & rapid decrease of any of the categories, agreeing with Ellis' conclusions. The % of references to abortion, birth cnntrol, pregnancy, & illegitimacy increased more than any other category, by 118% from 1950 to 1970. References to sex 'perversions' (homosexuality & sex crimes) also increased & show a shift toward a liberal orientation. 1 Table. M. Maxfield.