Analytic model of media & sexual behavior (AMMSB): Origin, development, and application

A principle objective of the 2010 National HIV/AIDS Strategy is to reduce HIV-related health disparities. HIV/AIDS disproportionately affects African-Americans in the United States. In response to this national agenda, we thought it important to consider novel methods and models to assess sexual behavior within the context of media influences. Modernizing established theories requires innovative approaches that consider the ubiquitous nature of media. Research has shown that there is an implied relationship between media content and sexual behavior. However, to date, there are no models that propose how an individual's exposure to media impacts their sexual behavior. The results of a literature review inspired development of the Analytic Model of Media & Sexual Behavior (AMMSB) – a depiction of media influence on sexual behavior. This framework was applied in a novel survey - The Chameleon: Emotions evoked by media measure. The Chameleon considers the dynamic nature of media and instantaneously captures sexual arousal that maybe associated with risky sexual behavior. Public health models, and thus interventions, should evolve with societal changes. The AMMSB is proposed to guide media-based public health interventions. The basic tenets of this model are: I. Consideration of established predictors of sexual health; II. The impact of media on sexual decision-making; and III. Media as a primary predictor of risky sexual behavior.