Media Influence on Intergenerational Attitudes toward Non-Conventional Sexual Behaviors in Contemporary China: Evidence from Chinese General Social Survey.

OBJECTIVE: Within the context of rapid sociocultural transformation in Chinese society over recent decades, exploring intergenerational disparities in attitudes toward non-conventional sexual behaviors holds sociological significance. Employing a methodology akin to cultivation analysis, this study focuses on the potential influence of television and the internet in narrowing or widening attitudinal disparities between distinct age groups. This is achieved by comparing heavy users of these media to individuals with light media consumption.

MATERIALS AND METHODS: In the present study, we utilized the 2017 wave of the Chinese General Social Survey, a dataset that is representative of the national demographic of China. Our objective was to explore the potential influence of both traditional media (TV) and new media (the internet) consumption on the attitudes of Chinese adults toward three forms of non-conventional sexual behavior, namely premarital, extramarital, and same-sex behaviors.

RESULTS: Firstly, compared to television, the internet is more likely to contribute to the liberalization of sexual attitudes, though this influence is age sensitive. Secondly, regarding the attitudes toward premarital sex and same sex behaviors, television tends to sustain or create consensus across different generations, whereas the internet tends to widen attitudinal gaps. Lastly, probably due to the moralized nature of extramarital sex in the Chinese context, both television and the internet maintain or produce the conservative consensus, though heavy television viewing could widen the attitudinal gap between young people and the other two age groups.

DISCUSSION AND CONCLUSION: Our study reveals that for premarital sex and same-sex behaviors, heavy television viewing tends to foster or sustain intergenerational consensus, while frequent internet usage tends to augment intergenerational divergence or erode intergenerational agreements. However, the media's impact on intergenerational differences in attitudes toward extramarital sex exhibits distinctive features, likely stemming from the deeply moralized nature of extramarital affairs within Chinese society. To conclude, by conducting a comparative examination of various media landscapes, our research offers a mediated perspective that aids in comprehending the disparities in attitudes toward sexual behaviors across different generations in contemporary China.