Messages about sex in the workplace: A content analysis of primetime television

Abstract

Because television has the potential to shape cultural beliefs about both sexual norms and appropriate workplace behavior, it seems important to examine TV’s portrayal of “sexual etiquette” in the workplace. In a content analysis of two episodes of every primetime comedy aired on all broadcast and cable networks during fall 2000, we coded every sexual remark and behavior made in a workplace scene. Across all networks, 85 percent of programs and one in four workplace interactions contained some type of sexual content. Overall, a viewer is likely to hear eleven sexual remarks and see two to three sexual behaviors in a workplace setting per hour; this jumps to twenty-three remarks and nine behaviors on cable networks. Sexual remarks were mostly explicit, made in an office setting, by White men, and were rarely (1.4%) about sexual harassment or discrimination. Although sexual content in the workplace was generally less common on broadcast than cable networks, a broadcast network (Fox) actually had the highest overall rate, with sexual content in 38 percent of workplace scenes. Given that research suggests that TV teaches youth about sexuality and cultivates sexual attitudes and beliefs consistent with televised portrayals, it is alarming that youth may learn from television that sex in the workplace is not only commonplace, but also to be tolerated and enjoyed.