Perceptions of Purity Messaging on Women and Secular Society

Purity culture was a movement created by evangelical Christian organizations in the United States and backed by marketing campaigns, media, churches, and sex education beginning in the 1990s. This movement was founded on the idea that young men and women should remain abstinent before marriage, thereby remaining in a state of "purity" for their future spouse. In purity culture messaging, women were positioned as sexual gatekeepers while men were framed as having little or no control over their sexual impulses, causing most of the purity expectation to fall on women. While the concept of remaining "pure" is not new, purity culture taught a new generation of women to feel ashamed and fearful of their sexuality and existed alongside an increasingly sexualized media landscape. This study analyzes purity culture and anti-purity culture themes that exist within television shows as well as how women perceive purity culture messaging and the effects this messaging had on their lives.