The Rules of the Game: The Influence of Dating Reality TV on the Acceptance of Gender and Relationship Norms Among Young Adults

This research project investigates the influence of exposure to and perception of dating reality TV formats on the acceptance of traditional gender and relationship norms among young adults (aged 18–27) in German-speaking countries (DACH region). Dating reality shows frequently feature (and sometimes normalize) traditional, and at times sexist, behavioral patterns concerning gender roles and relationship dynamics. Building on cultivation theory and social learning principles, our study aims to systematically examine the extent to which the perceived frequency of sexist behavior and the overall consumption of these formats predict viewers' endorsement of traditional gender and relationship norms. The project explores several key research questions regarding the adoption of norms observed in dating reality TV: 1. To what extent does the perceived frequency of sexist behavior in dating reality TV predict the acceptance of traditional gender and relationship norms among young adult viewers? 2. In how far is the acceptance of traditional norms also predicted by the overall frequency of consuming dating reality TV formats? 3. Does the strength of the viewer's parasocial relationship with the reality show participants mediate or moderate the adoption of observed gender norms? 4. How does the effect of perceived sexist behavior in the content differ based on the viewer's current relationship status (i.e., whether they are in a committed relationship)? By focusing on young adults, a key target audience for these formats, this research seeks to provide quantitative evidence on the role of specific reality TV content features in the reinforcement or challenge of societal gender and relationship expectations. The findings will contribute to a better understanding of media effects in the context of normative social influence and sexual communication.