Modelling or Muddling: Perceptions of Sexual Relationships in Popular Television

This PowerPoint presentation, presented by Centre for AIDS Development, Research and Evaluation (CADRE), shows the results of research conducted for the Wits HIV and the Media Project and Johns Hopkins Health and Education South Africa (JHHESA) on multiple concurrent partners (MCP) and the popular media. The presentation looks at the influence of popular media and soap operas in South Africa on MCP and highlights some of the responses obtained from the research interviews. The responses show that soap operas contribute to the behaviour of having more than one partner amongst youth, individuals, and communities, and that these soaps are not tackling the issue of HIV and AIDS in the context of multiple relationships.

The presentation makes the point that the dominant ideological function of television programming is to draw in audiences with a view to maximising exposure to advertising, and that soaps were specifically formulated to address this ideological function. It is well understood that audience numbers can be increased through programming that involves sexual intrigues, and, thus, soaps occupy prime-time viewing slots to maximise this opportunity. In addition, soap operas involve daily exposure and have a particular power because they become part of daily life – of lived experience (in contrast to weekly- and series-based "educational" dramas).

The presentation also states that soaps legitimate sexual practices that fall within the definition of multiple concurrent sexual partnerships. The concept of legitimation has to do with framing particular social phenomena as "true" but also as "valid" expressions of social life. The expressions of sexuality as found in popular soaps are embedded in popular consciousness as legitimate sexual practices. In addition, stars of soaps represent a lifestyle that is desirable and worthy of emulating, as the consequences of risky sexual behaviours are muted or non-existent.

The presentation concludes that in the context of the severe HIV epidemic in South Africa, there is a need to take the lead on de-legitimating representations of sexuality in soap operas.