Sexual health communication targeting adolescents in public service Media: the case of Finland

Abstract Background Given the substantial time adolescents spend online, sexual health promotion and education through online media constitute a promising public health action. However, monitoring of sexual health-related online media content is warranted, and considering the scope and aims of public service media, this forum can be regarded as being of particular interest. This study aimed to analyze how and to what extent sexuality and sexual health-related content targeting adolescents is communicated and portrayed in public service media in Finland, with a particular interest in health promotion perspectives and participatory practices. Methods Based on predetermined inclusion criteria and guidance from professionals at the Finnish public service company Yle, podcasts were specified as the media format of interest. Three Finnish podcasts (a total of 66 episodes) produced during the years 2021-2023, targeting young people and focusing on sexual health, were included in this study and subject to critical content analysis. Results Most podcast episodes focused equally on the sexual health resource and risk perspectives, while a third emphasized a resource perspective. Concerning participatory practices, adolescents participate in only five episodes in total, and most often, the podcast hosts’ own experiences are at the center of the episodes. Conclusions The findings highlight how sexuality and sexual health content is communicated in public service media podcasts targeting adolescents in Finland, as well as how the communication aligns with health education and promotion guidelines. The study sheds light on participatory practices, emphasizing a lack of stakeholder involvement, i.e., dialogue between podcast hosts and listeners. Results carry implications for developing sexual health promotion through public service media targeting young people in Finland and other European countries alike. Key messages • The findings highlight how sexuality and sexual health content is portrayed in public service media podcasts in Finland and how the communication aligns with health promotion values and principles. • The findings show a lack of participatory practices in Finnish public service media podcasts targeting adolescent sexual health - a health promotion concern also pertinent to other countries.