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.
Denzell, this post really sheds light on the effectiveness of MTV and BET’s sexual health agenda. We were talking in class about how media could promote positive sexual behaviors. The main suggestion that was brought up was for a television show to seamlessly incorporate information regarding sexual health within plot lines and characters that viewers identified with.
ReplyDeleteHowever, after reading your article, I think MTV and BET’s strategy is much more effective than this idea…
Example: The Secret Life of the American Teenager
-this show seems like it attempted to use our concluded strategy of creating a television show with relatable characters to inform audiences about sexual health.
But is this show successful? In my opinion, yes and no.
YES: It is successful in that it does educate audiences, promote safe sex, and show the consequences of sexual behavior.
But here’s the NO:
I’m not sure how many people are buying in to it all. This show, to me, looks like a PSA. I feel like I am being educated while watching. I feel like I’m being shown only the negative consequences. And I feel like this show’s pro-Christian stance is overbearing. It is also highly contradictory because the show’s focus on sex is out of control! Every single plot line is about sex (from what I’ve seen anyways). I think this is an overestimate of teen sexual activity. It also only represents one portion of the country – the white, upper-middle class. So you’re going to show me that every teen and their mother is having sex (and often spontaneous, non-relational sex) but then try to convince me that it is a terrible thing to do? Hmmm. Because of this, I, personally, doubt the realism of this show and if anything, I find myself mocking it for its overly sexualized plot lines and poor acting.
Clearly, these are my opinions. Other people may see The Secret Life as a great example of a way to engage mass audiences in informative media. I have read comments about the show and its positive effects on teens - for example, showing the consequences of sex and convincing teens to wait until they are emotionally and physically ready. It also has seemed to encourage parent-teen discussion of these issues. So it is effective in some ways.
But, I think that MTV and BET’s awareness campaigns do a better job of drawing in and informing audiences. These campaigns don’t attempt to scare kids away or force propaganda down their throats. The use of real celebrities and everyday citizens seems to enhance the realism and seriousness of the matter. I would be more inclined to listen, believe, and take in what these campaigns are saying over The Secret Life.
I must acknowledge my potential wrong-doings here: I have not seen all of The Secret Life, and thus am likely making generalizations. I am making somewhat rash conclusions and assumptions about the show and may be overlooking its effectiveness. But, my own uncertainty might reinforce the struggles that media has in attempting to create these effective positive messages.