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    Measuring the impact of media exposure on social attitudes and behaviours

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Measuring the impact of media exposure on social attitudes and behaviours

The primary aim of this program of research is to use online and laboratory experiments to determine how sexualised forms of popular media impact social perceptions (e.g., sexual and aggressive attitudes).

Our studies utilize behavioural and physiological measures, including eye tracking and skin conductance to understand how people process and respond to certain types of visual media (pornography, video games, social media, and fashion media). Importantly, we have discovered that gaze behaviour towards the bodies of male and female subjects is an important marker of sexual objectification, including links with sexual assault attitudes in men and women. Furthermore, we have examined the impact of sexualised apparel retail websites on women’s mental health and gaze behaviour. Our evidence suggests that some forms of activewear advertising influences women’s gaze behaviour and could be harmful to their body image and self-esteem.

Funding agency

N/A

Project duration

Ongoing

Publications

  • Hollett, R. C., Morgan, H., Chen, N., & Gignac, G. E. (2020). Female characters from adult-only video games elicit a sexually objectifying gaze in both men and women. Sex Roles, 83(1), 29-42.https://doi.org/10.1007/s11199-019-01096-y
  • Hollett, R. C., Rogers, S. L., Florido, P., & Mosdell, B. (2022). Body gaze as a marker of sexual objectification: A new scale for pervasive gaze and gaze provocation behaviors in heterosexual women and men. Archives of Sexual Behavior, 1-22.https://doi.org/10.1007/s10508-022-02290-y

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