A Cross-Cultural Content-Analytic Comparison of the Hookup Culture in U.S. and Dutch Teen Girl Magazines

This quantitative content analysis investigated the hookup culture in U.S. and Dutch teen girl magazines. Using Hofstede's cultural dimension of masculinity/femininity, the hookup culture (i.e., the relational context of sex, emotional context of sex, specific sexual activities, and contraceptives) was examined in 2,496 stories from all 2006 through 2008 issues of the three most popular U.S. (i.e., Seventeen, CosmoGirl! U.S. edition, and Teen) and Dutch teen girl magazines (i.e., Fancy, CosmoGirl! Netherlands edition, and Girlz!). Regarding the relational context of sex, stories about casual sex occurred more often in U.S. magazines, and Dutch magazines focused more on committed sex. Dutch magazines also emphasized sex within the emotional context of love more often than did U.S. magazines. In terms of sexual activities, coital sex was mentioned more often in U.S. coverage, while petting was mentioned more frequently in Dutch coverage. Condoms were covered more positively in U.S. magazines than in Dutch magazines. Overall, the hookup culture seems to be more visible in U.S. magazines for the occurrence of casual sex and lack of love stories, whereas it does not emerge in Dutch magazines due to the presence of committed sex and love-related articles.