Fifty Shades of Grey, girls dancing in bikinis in video clips, and songs with raunchy lyrics: Sex is everywhere, because it sells. Right? Media and communication scholar Dr Linda Duits (UU) studies sex in popular culture. Often criticised, there is supposed to be too much of it, women are objectified and the imagery would harm young girls. Is this really the case? Do we develop sexual standards based on what we see in the media? What role do gender, sexuality, class, and ethnicity play in this discussion?