Sex differences determine the medium and message sought for health communication
although often the term used to classify men and women
is actually not the biological difference between men and women but the masculine or feminine qualities that a male or female may possess.
consider muti-media exposure on knowledge and use of condoms in Uganda, and indicate exposure to general media messages regarding STIs were more likely to predict a female likelihood of using a condom at the last sexual encounter but not male. Although they additionally propose that men were more responsive to a radio message than women