Bringing the Fundamentals of Gender Studies Into Safer-Sex Education

Abstract

The effectiveness of mass media advertisements promoting condom use is being compromised by a failure to acknowledge the impact of gender power relations on sexual negotiation. Most such advertisements are directed toward women; implicit is an assumption that females are responsible for safe sex and in a position to overcome male resistance to condom use. However, men in all-male, peer-led focus groups (where they are presumably more honest and open) express the belief that they should control all aspects of sexual encounters and a resentment of women who suggest condom use. Similarly, participants in all-female groups acknowledge their discomfort with raising the issue of condom use and being assertive about their own protection. A shift toward targeting men in condom advertisements would be more consistent with current gender relations and sexual practices. Even better would be messages that promote shared responsibility for safe sex.