Sex on the Soap Operas: Patterns of Intimacy

Abstract

Erotic touching waa the most frequently occurring sexual activity; intimate relations of au kinds w e most likely to occur between unmarried partners.Both criticism and research concerning television's portrayal of sex have largely ignored a significant block of network programming-the daytime soap opera. With a long history of dramatizing intimate interpersonal relationships, and a plot structure well-suited to such depictions, the genre is an ideal vehicle for sexual material. Freedom from traditional critical pressures also makes the soap opera fertile ground for sexual themes.In addition, an analysis of present soap opera audience composition suggests that soap operas deserve increased attention. Today's viewer profile differs considerably from that of a decade ago. In 1970, adult women comprised 71 percent of the audience, and a strong relationship was established between income level and viewing. The soap operas were most popular with southerners (onethird of the audience) and those in low-income, low-education groups (4, p. 203). Since then, two significant schedule changes have been implemented, both affecting the composition of the audience. First, a number of programs have expanded from a half hour to a full hour. The initial result was greater plot development and an increase in the time available for advertising.With the expansion of program length came the expansion of the daily time occupied by soap operas. In the fall of 1979, the three networks devoted a combined total of 10% hours daily to soap operas. More important in terms of auDennis T. Lowry is Associate Professor and Gail Love and Malcolm Kirby are graduate students, all in the School of Communications and Theater at Temple University. More information on the coding scheme used in the research reported here is available from the senior author.

Social motives and cognitive power–sex associations: Predictors of aggressive sexual behavior.

“…The typical conclusion of these critiques is that themes of dominance and submission are prevalent. Eroticized dominance is .also frequently featured as part of the sexual interactions portrayed in television soap operas (Lowry, Love, & Kirby, 1981). Viewing or reading any of these media presentations might lead to the development of links between power and sex.…”

How Women’s Nonconscious Association of Sex with Submission Relates to Their Subjective Sexual Arousability and Ability to Reach Orgasm

“…For example, men's dominance and women's submission are common themes in romance novels (Modleski, 1990;Snitow, 1979) and in more mainstream literature (Millet, 1970;Zilbergeld, 1978). Sexual interactions portrayed in television soap operas frequently eroticize men's dominance (Lowry, Love, & Kirby, 1981), and magazines marketed to adolescent girls promote sexually passive roles for young women (Baker, 2005;Kim & Ward, 2004).…”

Sexual Socialization Messages in Mainstream Entertainment Mass Media: A Review and Synthesis

“…For example, the soaps in a study of 1970s programs by Lowry et al (1981) contained 6.5 references to or depictions of sexual behavior per hour, Lowry and Towles' (1989b) sample of soaps contained 7.4 references to or depictions of sexual behavior per hour, the soaps in HeintzKnowles' (1996) study contained 6.1 references to or depictions of sexual behavior per hour, and Kunkel et al (2005) sample of soaps contained 6.8 scenes per hour featuring references to or depictions of sexual behavior. Another finding consistent across studies is that sex on the soaps overwhelmingly occurs between unmarried partners (Greenberg et al 1981;Greenberg and Busselle 1996;Greenberg and D'Alessio 1985;Heintz-Knowles 1996;Lowry et al 1981;Lowry and Towles 1989b) and almost one of every ten extramarital encounters occurs between a married and an unmarried individual (Greenberg and Busselle 1996). Studies also indicate that depictions and references to unmarried intercourse have increased since the 1980s (Greenberg and Busselle 1996;Greenberg and Woods 1999).…”