Media Use, Viewing Women as Sexual Objects, and Rape Myth Acceptance Among U.S. College Women

Heavier media exposure is associated with greater rape myth acceptance; one explanatory mechanism proposed is the sexual objectification of women. Sexually objectifying content is prevalent in mainstream media, and embracing this perspective of women is linked to dehumanization and interpersonal violence. Because these associations have been studied primarily among men and in experimental contexts, we focus here on everyday media consumption among undergraduate women using archival data sets with comparable variables. In Study 1 ( N = 473), we examined associations between different media and perceiving women as sexual objects; reality television was positively associated, and situation comedies (sitcoms) negatively associated, with these objectifying perceptions. In Study 2 ( N = 628), we utilized path analysis to simultaneously estimate direct and indirect associations between television genres, objectifying beliefs, and rape myth acceptance. The analysis replicated Study 1 associations between media and objectifying beliefs, and we extended these findings by providing evidence of direct associations between viewing women as objects and rape myth acceptance. Genre appears to matter: Sitcoms were negatively, directly, and indirectly associated with rape myth acceptance, whereas reality programming was positively, indirectly associated. Results indicate the need for literacy interventions that encourage young women's recognition and critical evaluation of objectifying media.