Sex educommunication in Spanish media Analysis of consent media coverage on Instagram and TikTok

Abstract

This article explores how Spanish media address the ethics of sexual relationships and influence the construction and perception of sexuality among the younger audience - referred to as Generation Z or Zoomers - through their social media platforms. This observation aligns with the legislative process of the 'Yes Means Yes Law,' a normative change of social and media relevance that places consent at the forefront of relationships following an increase in group sexual assaults by men against women. Using a qualitative methodology based on content and discourse analysis, 13 media outlets on Instagram and TikTok were examined, encompassing a total of 13,585 published contents. The results indicate that media coverage focuses on political and temporal controversies, with no intention to delve into and contextualize the various aspects surrounding sexual relationships and consent. It is concluded that, despite the potential of the new audiovisual narratives on both social media platforms for informative and interpretative coverage, the media currently do not assume an educommunicative role regarding sexuality. However, informative and inclusive content related to gender, based on reasoned argumentation, is what sparks greater interest among younger audiences, evidenced by a higher number of likes and views.