Sexual health communication in public service media: The case of Finland and Sweden

BACKGROUND: Adolescents spend more time online than ever before and refer to media as their primary source for information on sexual health. Furthermore, studies show that health communication through media is an effective health promotion method, reaching a large scale of the population. Therefore, sexual health promotion through media is a promising public health action. Hence, this study aimed to analyze how and to what extent sexuality and sexual health-related content targeting adolescents is communicated in public service media in Finland and Sweden. METHODS: A critical content analysis will be performed focusing on public service media content highlighting sexuality and sexual health-related topics. Public service media content that has been published in Finnish or Swedish during the last 10 years (2013-2022) and targeting adolescents aged 10-19 years old is included in the study. RESULTS: The preliminary results shed a light on sexuality and sexual health content in public service media, presenting an overview of what content (themes) is communicated to adolescents, how the communication takes place (channels and formats) and to what extent the theme is prevalent and promoted in Finland and Sweden. The results furthermore highlight the evidence-base informing the production of media content and also illustrate eventual differences in sexuality and sexual health content between the countries. CONCLUSIONS: The findings contribute to the limited knowledge about the media image that is communicated to young people with regard to sexuality and sexual health in Finland and Sweden with regards to both structural and content-related issues, as well as underscoring the opportunities for developing sexual health promotion through public service media. KEY MESSAGES: • The findings highlight similarities and differences in sexuality and sexual health content targeting adolescents in public service media in Finland and Sweden. • The findings highlight how sexuality and sexual health content is prevalent and structured in public service media as well as how it is connected to health promotion.