Study

EMSA: Sexual Debut, Menstruation and Abortion as topics of sexual and reproductive online health communication

The first time, termination or menstruation are nowadays natural topics in social media – and they are much discussed. However, there is no scientific systematic analysis of posts and public comments in the German-speaking world. For this reason, the Federal Centre for Health Education (BZgA) funds EMSA study research. The study is a quantitative media analysis of posts and public comments in German supplemented by qualitative interviews with adolescents and young adults.

Project period

2023 – 2026

Method

Systematic media content analyses of German-language posts and public comments on leading social media platforms (primarily YouTube, TikTok, Instagram)
Qualitative Interviews with adolescents and young adults

The communication science project systematically analyses in three sub studies over a period of three years the presentation of sexual health topics in social media such as

Termination
The firsts sexual intercourse
Menstruation

The research is based on systematic media analysis of posts on leading social media platforms (e.g. YouTube, TikTok, Instagram). As part of the quantitative research public comments on the posts studied are also analysed. In addition, qualitative interviews were conducted with adolescents and young adults. The interviews focus on the use of social media and on the subjective impact of posts and public comments dealing with sexual health topics such as termination, the first sexual intercourse and menstruation.

Termination, the first time and menstruation are key topics of sexual and reproductive health that are frequently presented and discussed in social media. However, there is a lack of systematic research on German-language posts and public comments. Therefore, the EMSA Study closes this research gap regarding the online health communication.

The results of the EMSA study are relevant for sexual and reproductive health education and advice. Advising young people is only possible if there is knowledge about social media communication and how young people discuss termination, the first time and menstruation. Advising should pick up young people where they are on these issues.

Project-related publications

Döring, N. & Kubitza, E. (2023, May 5). „Ich fühlte mich so alleine damit, aber dein Video hat mir geholfen“ – Der Schwangerschaftsabbruch auf YouTube und TikTok [“I felt so alone with it, but your video helped me” – Termination on YouTube and on TikTok]. merz - zeitschrift für medienpädagogik. https://www.merz-zeitschrift.de/swipe-des-monats/details/ich-fuehlte-mich-so-alleine-damit-aber-dein-video-hat-mir-geholfen [accessed on 11.12.2023]

See more informations on the website of the Research Group Media Psychology and Media Design at the TU Ilmenau: https://www.tu-ilmenau.de/mpmd/research/emsa