FROM GIRLS INTO WOMEN - SCRIPTS FOR SEXUALITY AND ROMANCE IN SEVENTEEN-MAGAZINE, 1974-1994

Drawing on the scripting approach to sexual behavior, I use a combinat ion of quantitative and qualitative content analysis to evaluate 244 a rticles on sexuality: and romance from Seventeen, a teen magazine. I h ighlight changes and continuities in the magazine's depiction of sexua lity; from 1974 to 1994. Over this period the variety of sexual script s available in Seventeen expanded to recognize female desire, ambivale nce about sexuality, homosexuality: masturbation, oral sex, and even r ecreational sexual activity. However; Seventeen's editors generally re solved controversies in ways that reinforced dominant gender and sexua l norms. Sexual scripts in popular media may have profound real-life e ffects. Young women who encounter scripts that acknowledge their own e xperiences may be more receptive to messages about practicing sn;fcr s ex. In addition, young women who are encouraged to balance sexuality a nd romance with other aspects of life may get a head start on importan t developmental processes. But to the extent that magazine editors fav or traditional sexual scripts, they may discourage challenges to rite sexual and gender status quo, on both individual and collective levels .