Recognition and Ratings of Television Music Videos: Age, Gender, and Sociocultural Effects

Abstract

High school, younger college, and older college subjects rated explicit, neutral, or Christian television music videos according to theme clarity/recognition and whether the respective videos were liked/disliked. Subjects of each age group were able to recognize the themes of each music‐video category with a high degree of accuracy. Younger subjects and males were found to rate the music videos, especially those selected for explicitness, more favorably than older or female subjects. Sociocultural background factors were also found to be related to recognition and ratings of the television music videos. In particular, working class background subjects. subjects who watched music videos regularly, and those that seldom or never attended church rated the music videos, especially the explicit ones, more favorably than subjects from a college town background, subjects who seldom or never watched music videos, and subjects who regularly attended church. These findings were interpreted in terms of media‐based social influence processes and reciprocal determinism.