DOI: 10.36347/sjahss.2015.v03i03.018

Pages: 712-716

Media may present a rather unrealistic and skewed account of human romance and sexuality leading some commentators to raise concerns that youth media, with their formulaic portrayal of gender roles and sexuality, is developing and sustaining stereotypical gender-role schemas; for example, ideas that, for women, looks and sexiness are all important and, for men, sexual obsession is normal, and sexual prowess an asset. Media have emerged as an important socialization determinant, yet there still exists serious gaps in our knowledge on what drives the motivation and preference of media among the youths in urban area. This paper is inspired by the need to answerthree questions: i. Which media are urban youth currently interacting with? ii. And what are the motivations for their media choices? iii. What is the future of new media audience?.