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Communication Research
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Social Identity and Media Dependency in the Gay Community

The Prediction of Safe Sex Attitudes

THOMAS A. MORTON

JULIE M. DUCK

This study examined the interplay between social identity and media dependency in the prediction of safe sex attitudes in the gay community. A sample of 76 gay men completed a survey measuring (a) frequency of gay media use and media dependency, (b) identification with the gay community and perceptions of community norms, and (c) personal attitudes toward safe sex. Consistent with media system dependency theory, safe sex attitudes were a function of media dependency moderated by the frequency of media use. Somewhat consistent with social identity theory, attitudes were also predicted by group norms. More important, results indicated an across-domain interaction in which the association between media dependency and safe sex attitudes was more pronounced for men who identified strongly with the gay community; an effect that was partially mediated through norms. These results emphasize the social psychological basis of media influence in the context of community-based HIV prevention campaigns.

Communication Research, Vol. 27, No. 4, 438-460 (2000)
DOI: 10.1177/009365000027004002
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