Impact of Safe Sex Portrayals in Pornography: A Controlled Internet-Based Trial

Background: The pornography industry generated $13 billion of revenue in the United States and $100 billion dollars of revenue worldwide in 2006 (Ropeleto, 2008). Despite its economic power and prevalence in our culture, little is known about how erotic materials influence sexual behavior, especially in regards to safer sex. Considering a majority of erotic materials do not portray condom use (Grudzen et al., 2009), this lack of knowledge is troubling. The focus theory of normative conduct (Cialdini, Reno & Kallgren, 1990) postulates that two types of norms, injunctive and descriptive, influence behavior. The current study examined whether the portrayal of condom use in erotic materials influences these norms or modifies ratings of sexual arousal. Methods: 453 participants were recruited via personal ads on Craigslist across the United States and were randomly assigned to read an erotic story in which the characters either used or did not use condoms. After reading the story, participants completed measures assessing normative beliefs about condom use and sexual arousal. Results: Compared to those in the no condom condition, participants in the condom condition indicated 8.4% greater condom use among their close friends (p=.009). No significant differences were found in regards to injunctive norms, ratings of sexual arousal, ratings of risk, or attitudes towards unsafe sex. Conclusions: The portrayal of condom use in erotic materials can influence descriptive norms regarding safer sex behavior.