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Using both correlational and experimental methodology, this study examined contributions of TV viewing to adolescents' sexual attitudes and behavior. A sample of 244 high school students was assigned to view clips depicting either one of three sexual stereotypes or neutral content. Participants then completed measures assessing their attitudes about sexual roles and relationships, their regular TV viewing habits, and their sexual experiences. Results indicated that more frequent viewing of talk shows and of “sexy” prime‐time programs, and viewing TV more intently for companionship, were each associated with greater endorsement of sexual stereotypes. Additionally, more frequent viewing and stronger identification with popular TV characters were associated with greater levels of sexual experience. Laboratory exposure to specific stereotypical content lead to greater acceptance of gender and sexual …