The “hookup culture” is prevalent, both in the media and on college campuses. The purpose of the present study was to examine the longitudinal relations between sexually oriented media exposure and emerging adults' endorsement of the hookup culture (EHC). To study this issue, a panel study of 1st-year college students was conducted. Participants completed a questionnaire on their media habits and EHC at the beginning of their 1st year of college and again at the end of the year. Among male 1st-year students, Time 1 exposure to both sexually oriented television and magazines predicted Time 2 EHC. Among female 1st-year students, sexually oriented media exposure was not related to EHC. Findings are discussed in light of gender differences in scripts-based theories of sexual development.
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