Typically these networks only offer content related to pop culture such as music, popular syndicated television shows, and award shows featuring the latest styles and the hottest artist. Tied into the popular media that is presented through these networks are usually some form of sexual content. But are BET and MTV responsible for the amount of sexual media that is presented to youth? This has been a dilemma that has plagued each network during their existence. Whether MTV or BET is to blame, each network has made efforts to take a stand and present examples of positive sexual health.
Here is a commercial from BET's Rap-It-Up campaign (2007):
The TV spots used celebrities and TV personalities to honor 25 different citizens who were leading the fight against AIDS/HIV through protection and awareness. Also, the website http://www.rapituppresents.com/ was created with more information about HIV/AIDS and how to get tested. Their campaign used similar methods to connect with young people by using celebrities in their ads and TV spots. Young people would appear in these ads to create a personal connection with their targeted audience. Such campaigns as BET's Rap-It-Up are not only for show as they can inspire better sexual awareness.
MTV has started a foundation that is dedicated to HIV/AIDS research and prevention. The Staying Alive foundation promotes better choices when it comes to sexual health by stressing the message of condom use and being aware of myths related to sex. The foundation also rewards young people who are running HIV awareness programs in their communities with project grants. To put the icing on the cake, the foundation has even held concerts with celebrities who further stress the importance of sexual health. The efforts of BET and MTV are definitely a step in the right direction but their efforts may be few and far.According to studies done by Hust et al (2008) and Delgado and Austin (2007) there are not enough representations of sexual health messages in mass media. Another finding was that when these messages of sexual health do occur, they are humiliating and humorous (Hust et al., 2007). They are often not taken seriously and they are not always encouraging people get involved. With such a small representation of 1% of media being related to sexual health messages (Hust et al., 2007), this content is rarely seen. But with the help of media powerhouses like MTV and BET, there is still hope for sexual awareness messages to have importance and longevity in the media.
Striving to be pioneers in the battle against AIDS/HIV is an imperative decision by both networks. Not only do they get the opportunity to reach their targeted audience in young people, they also get to keep these messages relevant for a longer period of time. Offering multiple TV spots for messages of prevention, awareness, assistance for programs, and websites helps these networks fill a void expressed by Hust et al. (2008) and Delgado and Austin(2007) that could make the world a more sexually enlightened society.
