Super-Peer Theory

There are a number of theories regarding exactly how the media have an impact on children and teenagers. One of the more cogent and recent ones is the superpeer theory, which applies particularly to adolescents. Although the influence of peers on adolescents has been accepted for many decades, the influence of the media on adolescents remains controversial. Many studies have documented the importance of peers in determining the initiation of such behaviors as cigarette smoking, drug use, and sexual intercourse. But one question has traditionally remained unanswered: Where do the peers get their notions that smoking cigarettes or drinking beer or having sex will make them “cool”? The super-peer theory hypothesizes that the media can exert influence in the same way as teens' peers do, but in an even more powerful way, hence the “super” peer.

When sex, drug use, and violence are so prevalent on the TV and movie screens, it makes teenagers think that everyone but them is having sex, drinking alcohol, smoking marijuana, or getting into fights. Teenage sitcoms routinely show young people obsessed with sex. Movies are more explicit in showing not only sexual activity but teens drinking, smoking, and even committing violence. So, for example, one survey of teenagers found that they felt that TV encouraged them to have sex. Other studies have found that teenagers routinely overestimate the number of their peers who are having sex, probably, in part, because of media influence. In another study, pregnant teens were twice as likely as nonpregnant teens to think that TV relationships are real and that TV characters would not use birth control.

[Page 790]When considering high-risk adolescent behavior (sex, drugs, violence, suicide), the concept of normative behavior is extremely important. Teens want to blend in with each other, and so they seek to do whatever is considered the norm. If they think that all of their friends are sexually active, or smoking marijuana, or drinking alcohol, they are more likely to try it themselves. The media present teens with innumerable “friends” and attractive adult role models who are engaging in high-risk behaviors. For example, the average teen views nearly 15,000 sexual references on TV each year, yet less than 170 deal with responsible sexuality. The increasing number of ads for Viagra, Cialis, and Levitra makes it seem that adults are thinking about sex all of the time, so why shouldn't teenagers? The 2,000 beer and wine ads that the average teen sees annually make drinking alcohol appear normal and macho. And, of course, the prevalence and acceptability of media violence make aggressive behavior seem like a common solution to everyday problems. As a result, teens are led into thinking the media world is the “real world,” and they should behave accordingly.