International Journal of Scientific and Research Publications, Volume 4, Issue 5, May 2014 1 ISSN 2250-3153 www.ijsrp.org The Impact of Television Viewing in Influencing Adolescents Sexual Behaviour Sammy Yaah Baya and Dr. Hellen K. Mberia Sammy Yaah Baya is a PhD Scholar (ABD) at Jomo Kenyatta University of Agriculture and Technology, Kenya Dr. Hellen K. Mberia is the COD-Social Sciences & Humanities Department at Jomo Kenyatta University of Agriculture and Technology, Kenya Abstract- This paper examines the impact of television viewing in shaping adolescents sexual behaviour. The paper found that sexual content in the television has a ‘profound real-life effect’. This is because Sexual initiation is an important social and health issue and that portrayals of sex on entertainment Television (TV) in Kenya may contribute to precocious adolescent sex. Television viewing can either reinforce norms or offer insights into alternative ways of thinking. The paper sought to investigate TV influence on the sexual behaviour of adolescents by addressing the following three fundamental concerns, (1) how television influences sexual behaviour of adolescents,(2) the extent to which TV viewing may determine the sexual behaviour of adolescents, and (3) the potential dangers associated with exposure to sexual content on TV. The paper found that adolescents often seek sexual information from television content rather than their parents or other adults by being attracted to programs with sexual content. The paper concluded by focusing on the urgent need to address television influence on adolescents sexual behaviour by providing them with critical interpretation and communication skills in multimedia environments. I. INTRODUCTION dolescence is a stage which human beings face once throughout lifetime. This stage serves as a threshold for many developments: biological, physical, psychological, social, etc. These developments are accompanied by positive or negative behaviours depending on the environment that the child is brought-up. Bandura (1971). Risky sexual behaviours, including early sexual debut, unprotected sexual intercourse, and multiple sexual partners, occur in a broader context. The intensity of involvement in sexual risk behaviour ranges from nonsexual relationship to unprotected sexual intercourse with multiple partners and prostitution. (UNAIDS, 2002). Although risky sexual behaviour does not always indicate a high-risk lifestyle, it may result in other risk behaviours, including substance use, violence involvement, and poor school performance. Adolescents who engage in sexual intercourse at young ages are at higher risk for outcomes that can compromise their health (Ward, 2003). Sexual content in entertainment messages in television strongly correlates with negative adolescent behaviours that result in adolescents pregnancy, and sexually transmitted diseases including AIDS. The United Nations (UN) termed Acquired Immune Deficiency Syndrome (AIDS) as one of the biggest global concern and adopted halting and reversing the spread of HIV/AIDS as one of its MillenniumDevelopment Goals. (UNAIDS, 2002). Documented evidence have shown that a large number of adolescents begin sexual activity at a very young age in a number of countries (UNAIDS, 2002). In most sub-Saharan African countries, more than 70percent of young women begin sexual activity during adolescent period – this to a large extent is as a result of exposure to media effect. This paper therefore examines the impact of television viewing in influencing adolescents’ sexual behaviour. 1.1 Statement of the problem A lot of people claim there is no observable impact of television on adolescents, yet parents and teachers have shown much concern about the effect of television on our young people. In the light of which Maduewusi (2005) called for utmost caution in TV programme production. TV has the potentials to generate both positive and negative effects. Dietz and Strasburger (1991). It is therefore unfortunate that great deals of TV content which adolescents have devoted their time to view are sexual. There are so many instances of sexual behaviours in television content ranging from verbal expression, erotic touching to intercourse, masturbation, homosexuality and incest. According to Johnson, Cohen, Smailes, Kasen and brook (1999), the average adolescent spends more time watching television than in the classroom. It is against this background that this paper is trying to identify the impact of television viewing in influencing sexual behavior among adolescents. 1.2 Objectives Generally the purpose of this paper was to examine the impact of television viewing in shaping adolescents sexual behavior. The paper specifically discusses the possible effects of television local music to adolescents sexual behavior , it explores influence of television viewing on sexual behavior among adolescents and finally the paper examines the prevalence and consequences of adolescent’s risky sexual behavior. II. THEORETICAL BACKGROUND (LITERATURE REVIEW) 2.1 Discussion on possible effects of Television Local music to adolescents’ sexual behavior. In social learning theory (Bandura, 1971), young people can learn about sexuality from others depicted in the media. With this in mind, television in Kenya has utilized the use of musicians to advertise the use of contraceptives. What the media fails to do is to remind the youth that these celebrities are mature enough to make proper sex decisions and are probably married (Gakahu, A