Iranian Association of Cultural Studies & Communication Cultural Studies & Communication 2008-5575 18 67 2022 08 23 Native Model to develop media sexual education based on Iranian Cultural attributes Native Model to develop media sexual education based on Iranian Cultural attributes 259 283 244116 10.22034/jcsc.2021.520693.2299 FA Farzaneh Fouladband M.A Religion & Media Seyyed Zahra Ojagh Assistant Professor, Institute for Humanities and Cultural Studies 0000-0001-8899-6495 Journal Article 2021 03 16 Considering sexual education as an empowerment factor for children, parents as facilitators need to receive true and reliable information which be in line with cultural considerations. The objective of this study is recognizing native model of media sexual education that uncover characteristics of its form and content for educating, informing and empowering parents. For this, we used qualitative approach and grounded theory. Data gathered from 13 experts and practitioners, and analysed by using micro-analysis method including open and axical coding. 646 open codes and conceptual labels extracted. Cohen's kappa coefficient was calculated (0.6) which showed the acceptable reliability of the data. Research indicated that it is needed to pay attention to sexual education of children. Using of different media formats with the preference of television and mobile messengers; indirect education; and adaptation of information with different groups of audiences were identified as formal features in sexual-ity education through the media. being appropriate to the culture and customs of society; adopting a scientific view on the subject; the need for self-care and body awareness training; avoiding extreems; and gradual and step-by-step education were introduced as content’s attributes. also, timely education and awareness; education of gender roles; and providing role models are necessary in order to empower children. Finally, the "communication model of sexual education programs in the media" was drawn. Considering sexual education as an empowerment factor for children, parents as facilitators need to receive true and reliable information which be in line with cultural considerations. The objective of this study is recognizing native model of media sexual education that uncover characteristics of its form and content for educating, informing and empowering parents. For this, we used qualitative approach and grounded theory. Data gathered from 13 experts and practitioners, and analysed by using micro-analysis method including open and axical coding. 646 open codes and conceptual labels extracted. Cohen's kappa coefficient was calculated (0.6) which showed the acceptable reliability of the data. Research indicated that it is needed to pay attention to sexual education of children. Using of different media formats with the preference of television and mobile messengers; indirect education; and adaptation of information with different groups of audiences were identified as formal features in sexual-ity education through the media. being appropriate to the culture and customs of society; adopting a scientific view on the subject; the need for self-care and body awareness training; avoiding extreems; and gradual and step-by-step education were introduced as content’s attributes. also, timely education and awareness; education of gender roles; and providing role models are necessary in order to empower children. Finally, the "communication model of sexual education programs in the media" was drawn. https://www.jcsc.ir/article_244116_dd96a2dc10171c7a652072df3677a0de.pdf