Conclusion of Content Analysis

In comparison of videos from the ‘80s to videos from today, the amount of sexual content alone is greater as well as the female stereotypes portrayed in these videos. The different camera angles almost double in comparison to the 1980’s. The technology is out there to create more camera shots and cut scenes, which increased the amount of zooming and panning shots of female subjects and their body parts. Sexual gestures in the ‘80s was the highest rated content in music videos but in today’s videos it comes in at second highest with even more impact then before. These gestures affect the viewer in four different ways: physiologically, cognitively, behavioral, and attitudal. Physiologically, the viewer may become aroused by the content. Cognitively, when the viewer learns how to dress or act from the video. Behavioral, how sexuality influences an audience pressure into having sex at a younger age. Attitudal, by viewers comparing these music video vixens to their own significant others and changing their attitudes of monogamy. Content from today’s videos had greater amounts of sexuality and the portrayals of women are far more forged. Considering the target audience from channels such as MTV and BET range from 12-18, these teenagers are being exposed to this sexual content in today’s culture than in the ‘80s. With the material shown in these videos, the impact of false stereotypes and sexual content is vast. Teenagers will increase to be affected by these videos in terms of their own body images.

In my opinion, I feel that rock music videos from today go beyond sexual content from the videos in the 1908s. A lot of this is blamed on the music industry standards to pump videos full of this content in order to obtain larger groups of viewers. My research was expected but it made me really think about how serious of an issue sexual content and female stereotypes are in media. Children and teenagers watch more TV than ever before and our the most impacted by this content. If the music industry keeps this up, the next generation will be troubled by self esteem issues, pressure to have sex earlier in life, and catalyst social comparisons among youth.

This content analysis was beneficial to me personally since I intern in radio and work around music and ad copywriting. I really enjoyed this research and experiment. Even the music I chose was entertaining to watch and listen to! Thank you for the experience!