Health on screen: The portrayal of sex and relationships in soap and drama series

This presentation examines the 'Health on Screen' research project, in which the portrayals of sexual behaviour and intimate relationships in four different Dutch popular soap and drama series (Onderweg naar Morgen, Goede Tijden, Slechte Tijden, Costa and Najib & Julia) were analysed. One hundred episodes were watched and fourteen different drama lines that dealt with sexual issues and intimate relationships (lesbian and gay issues, first intercourse, promiscuity, sex among mentally retarded youngsters, (in)fidelity in relationships) were identified. These fourteen different drama lines (average length 15 minutes) were analysed using a code scheme based on health behaviour theories (role of social support, peer group pressure, role modelling etc.). The scriptwriters of these storylines were also interviewed and focus group discussions with youth (13-15 years and 16-19 years) who watch these series were held.

This resulted in three perspectives from the different stakeholders involved: scriptwriters, health communicators and audiences (youth). The aim of this research is to get a more in-depth understanding of the possibilities and limitations of using the EE strategy in soap and drama formats. By using actual examples of storylines in soap and drama series, it is possible to start a dialogue between health communicators, scriptwriters and youth, and to create a platform for discussing potential impact on sexual health related behaviour. The end result of this project is the design of a mutual frame of reference.