Promotion of Sexual Health and Sexual Responsibility in Women’s Health and Men’s Health Magazines

This study analyzed the promotion of sexual health and sexual responsibility in Women’s Health and Men’s Health magazines as characterized by the Surgeon General’s Call to Action along with sexual health objectives targeted by Healthy People 2020 and sexual healthy behavior outcomes established by the Centers for Disease Control and Prevention. This study also identified the most frequently addressed sexual health topics included in Women’s Health and Men’s Health. Two coders conducted a content analysis of a total of 599 articles from 64 issues (32 Women’s Health and 32 Men’s Health) published between January 2009 and November 2012. More than half of all articles addressing sexual health were found to promote sexual health (57 %). Promotion of sexual responsibility was rare with variables such as ensuring that pregnancy occurs only when desired, recognition and tolerance for diversity, limiting the number of sexual partners, and using birth control consistently each mentioned in <3 % of articles in this study sample. Among topics coded, improving sex life (29 %), what men like (19 %), and what women like (18 %) were the most common in Women’s Health while What women like (46 %), improving sex life (27 %), and other men’s sexual health (16 %) were the most frequent topics in Men’s Health. Among the least common topics mentioned were homosexuality (0.16 %) and HIV/AIDS (0.33 %). No articles addressed rape or dating violence. © 2014, Springer Science+Business Media New York.