Heavy Sexual Content Versus Safer Sex Content: A Content Analysis of the Entertainment Education Drama Shuga

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dc.contributor.authorAchieng’ Booker, Nancy
dc.contributor.authorMiller, Ann Neville
dc.contributor.authorNgure, Peter Kamau
dc.date.accessioned2024-05-02T08:27:45Z
dc.date.available2024-05-02T08:27:45Z
dc.date.issued2016-04-07
dc.description.abstractExtremely popular with Kenyan youth, the entertainment-education drama Shuga was designed with specific goals of promoting condom use, single versus multiple sexual partners, and destigmatization of HIV. Almost as soon as it aired, however, it generated controversy due to its extensive sexual themes and relatively explicit portrayal of sexual issues. To determine how safer sex, antistigma messages, and overall sexual content were integrated into Shuga, we conducted a content analysis. Results indicated that condom use and HIV destigmatization messages were frequently and clearly communicated. Negative consequences for risky sexual behavior were communicated over the course of the entire series. Messages about multiple concurrent partnerships were not evident. In addition, in terms of scenes per hour of programming, Shuga had 10.3 times the amount of sexual content overall, 8.2 times the amount of sexual talk, 17.8 times the amount of sexual behavior, and 9.4 times the amount of sexual intercourse as found in previous analysis of U.S. entertainment programming. Research is needed to determine how these factors may interact to influence adolescent viewers of entertainment education dramas.
dc.description.sponsorshipDepartment of Journalism and Communication, Multimedia University; Nicholson School of Communication, University of Central Florida; Africa Population Health Research Center
dc.identifier.citationNancy Achieng’ Booker, Ann Neville Miller & Peter Ngure (2016) Heavy Sexual Content Versus Safer Sex Content: A Content Analysis of the Entertainment Education Drama Shuga, Health Communication, 31:12, 1437-1446, DOI: 10.1080/10410236.2015.1077691
dc.identifier.issn1041-0236
dc.identifier.issn1532-7027
dc.identifier.urihttps://repository.daystar.ac.ke/handle/123456789/4365
dc.language.isoen
dc.publisherHealth Communication
dc.subjectSexual Content
dc.subjectSafer Sex
dc.subjectEntertainment
dc.subjectEducation
dc.subjectDrama
dc.subjectHIV
dc.titleHeavy Sexual Content Versus Safer Sex Content: A Content Analysis of the Entertainment Education Drama Shuga
dc.typeArticle

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