Made in California may require condoms
A reader of this blog sent me a link to a rather interesting news item from California over the weekend (Thanks!). According to the US magazine The Advocate, the AIDS Healthcare Foundation in California is planning on petitioning for a law to require condoms being used in adult movies (the article can be found here). The arguments that the AHF uses are that workers in the adult industry should be protected, which is of course a very valid point. Another point though is absent from the statement, and that is the question whether or not what is happening in adult movies may influence perceptions of “normality”, and “what is expected”, which is part of an ongoing research project we are working on (see the post about the project here) . Our research is grounded in the Theory of Reasoned Action/Theory of Planned Behaviour (see image below).
In other words, what we are interested in is, if people do form their views of what is expected and “normal” from media consumption, even if this is not (usually) a major plot line (as using a condom or not using a condom would be) – and how that then in turn does (or does not) influence their intentions and potentially behaviours, especially behaviours that are often very private and for which there are only limited other experiences apart from media and own experiences. This is, of course, ultimately leading us to ask if and how this can be used for social marketing purposes. In other words, while the original AHF petition maybe mostly about workers in the adult industry, it may be, that if such a ban comes into force, and if the TRA/TPB model guides us in the right way, such a ban on condomless sex on screen may have also a prevention effect in the much wider public that consumes adult movies (for an interesting discussion on how many this may be, see this Time article).