Sexo e Media: ofertas sexuais na imprensa diária

Abstract

The present study, developed at the Research Centre “Didactics and Technology in Education of Trainers” at the University of Aveiro, is part of the project Sexuality and gender in the media discourse. The main goal is to analyze sex ads in the daily press, evaluating its impact on social and educational practices. The corpus of analysis consisted of 1079 sex ads, published during September 2011 in two daily Portuguese tabloids: a national newspaper (“Público”) and a local newspaper (“Diário As Beiras”). The software WebQDA was used for qualitative data analysis. The results show a considerable number of explicit sex offers, most of which announced by women and aimed primarily at a male consumer audience. The language used in the ads rarely appeals to safe sex, shows association with pornography and is built on male sex imaginaries, using stereotypes that emphasize gender disparities.