Key Social Norms Take-aways This study shows that in Uganda, adolescents’ sexual attitudes and behaviors are shaped not only by media content but also by the social context in which media is consumed. Watching media—particularly sexual content—with opposite-sex peers was associated with more permissive attitudes toward casual sex. Parental efforts to limit media exposure, a reflection of prevailing family norms and control strategies, were associated with lower likelihood of sexual debut. These findings suggest that social norms around adolescent sexuality, parental control, and peer group influence interact to shape youth sexual behavior, highlighting the importance of engaging both families and peer networks in behavior change efforts.
Objectives The study aimed to explore the relationship between different forms of parental mediation of media use and Ugandan adolescents’ sexual attitudes and behaviors, with a focus on how co-viewing and parental restrictions influence endorsement of sexual norms and reported sexual activity.
Methods A cross-sectional survey was conducted with 360 high school students in Mukono District, Uganda. The questionnaire assessed parental media mediation strategies (restrictive, active, and co-use), sexual attitudes (regarding gender stereotypes and casual sex), and sexual behaviors (e.g., sexual debut and number of partners). Regression analyses examined associations while controlling for demographic and relational factors.
Results Adolescents who frequently co-watched media with opposite-sex peers were significantly more likely to endorse attitudes supporting casual sex. Those who reported that their parents imposed rules about how much time they could spend on media were less likely to report having had sex. However, demographic variables such as gender (male) and being in a romantic relationship were stronger predictors of sexual behavior than parental mediation. Parental co-viewing or active discussion about media messages had minimal impact unless accompanied by explicit rules or restrictions.
Conclusions Parental mediation—particularly restrictive strategies limiting media time—can have a modest protective effect on adolescent sexual behavior, but peer influence and relational status play larger roles. Interventions aiming to delay sexual initiation or shift permissive sexual norms among adolescents should focus on peer dynamics as well as support parents to adopt culturally appropriate and effective media mediation strategies. These efforts must also consider evolving media landscapes and shifting gender norms to be relevant and impactful in urbanizing African contexts.