Vyriškumo ir moteriškumo raiška muzikos kanalo MTV rodomuose vaizdo klipuose

Abstract

Various studies indicate that high percentage of music videos contain sexual imagery, propose sexual behaviour and induce gender stereotypes. Scientists acknowledge that popular media and musical videos have huge impact on young peoples’ understanding about masculinity and femininity and formation of sexual identity. In music videos women more frequently than men are presented in provocative clothing, objectified, and displayed in a way that emphasise their bodies and sexual readiness. On the other hand, men are often displayed as dominating and aggressive. Various studies show that music videos have significant impact on aggressiveness of teenage boys, as well as on negative body image and mental health of girls. The popular culture delivers abundant messages about objectification, sexualisation and gender stereotypes and has negative influence on development of healthy sexuality. It is a great challenge for sexual educators to counter balance the negative effect of popular media. Methods. The aim of this study was to analyse the concept of masculinity and femininity proposed by MTV music videos. 56 hours of music video footage was inspected using formal observation, and 108 music videos were analysed. Results. Study showed that most music videos belonged to pop and dance music genres, which are very popular among teenagers and young people. Results showed that women were in leading roles more often than men, though men bands occurred more often than women bands. Women more often performed secondary roles in music videos as well. Analysis of clothing in music videos revealed that women more often were portrayed as sexual, while men’s clothing was mostly neutral. Gender differences were found in portrayal of body types. Even if most music videos displayed average or normal body, women more often were slim while men were athletic. Nudity or partial nudity was more often showed on women. [...]