The study attempted to assess how the language undergraduates of Jimma
University (JU) use in sex discourse shapes their perception of gender and promiscuity.
Qualitative data were gathered from 4 focus group discussions, 35 key informants (20
males, 15 females), selected through snow-ball sampling. Content analysis was used to
analyze the data. The analysis revealed that respondents mainly use metaphors not only
to construct men as dominating and women as dominated class in sexual relationships,
but also to perpetuate promiscuity. The study concluded that language use is a critical
factor to aggravate undergraduates? risky sexual behavior. The study recommended
programs that foster safer sex in college context to emphasize gender focused
communication activities that could help young students question their assumptions of
gender, promiscuity, and language use. Future research on sex discourse and
intervention among undergraduates should seek more on how language use in sexual
communication positively shapes their perception of gender and promiscuity.