Examines the nature/prevalence of sexual content on television and in magazines. Describes theoretical mechanisms outlining potential socializing influences. Reviews evidence indicating that frequent/involved exposure to sexually oriented media genres relates to greater acceptance of stereotypical/casual attitudes about sex, higher expectations about the prevalence of sexual activity, and greater levels of sexual experience. Offers a conceptual model of the media's role as a sexual socialization agent and suggestions for future research. (Author/KB)