Social Cognitive Theory and the Effects of Gender and Exposure on Liking/Disliking Sexual Contented Music Videos

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Brittany Philip Preston Newlin Meghan Gilling

4/19/12

INTRODUCTION

How many of you watch MTV? How many of you watch music videos? How many of you realize when videos have sexual

content in them?

Sexual content and music videostied together since

MTV aired over 2 decades ago.

Video Killed the Radio Star by the4/19/12 Buggles

Video Killed the Radio Star

http://www.youtube.com/watch?v=Iwuy4hHO3YQ

Innuendo through clothing, suggestiveness, and light

physical contact rather than more overt behaviors.

Cummins, 2007

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Introduction Contd

MTV, the worlds most widely distributed television

network, reaches more than 394 million subscribers in 166 countries and territories. The target audience of MTV is 12- to 34-year-olds, who comprise 33% of the United States population -Smith, 2005

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Introduction Contd
Music videos are being watched their effect?

Sexual content and music videostied together since

MTV aired over 2 decades ago.

Most research (Music Videos effect on Sexual

Actions)

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Purpose
To study why a person may dislike or like a video that

has sexual content material within it.

To study how exposure and gender are related to

music video viewing.

To study perceived gender roles in these music videos.

To gain knowledge through research and aid other

researchers in the future.

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FIRST: Social Learning Theory

Our TheoryDerived from an area of the Social

Learning Theory ( Miller & Dollard, 1941)

Social Learning Theory: People learn from watching

other people. (Growing up, children learn to do activities by observing their parents. After the observation, we then decide whether or not we agree with the action and then make our decision based on that).
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Social Cognitive
Bandura and Walters, 1963 Broadened SLT

Explains how people acquire and maintain certain

behavior patterns, while also providing the basis for intervention strategies (Bandura, 1997).

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SCT and Our Research

Use SCT to study how the amount of sexual content in

music videos may affect the liking or disliking of those videos based on gender and exposure to the videos.

Most research = sexual behavior due to MVids

Ours = sexual content effecting liking and disliking of

videos which effects viewing behavior as well.

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Literature Review: Overview

What Types of Videos

Exposure

Gender Portrayals

Gender Preferences

Gender Habits

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Literature Review
Impact of Music, Music Lyrics, and Music Videos on

Children and Youth

Policy Statement, 2009

A concept video is defined as [telling] the viewer a story that

may or may not evolve from the song. This story may sometimes add content to the lyrics and provide a particular interpretation that is reinforced every time the viewer hears the song (Policy Statement, 2009).
The basis of a performance video is an artist or a group is filmed

during a performance, usually a concert

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Literature Review
Impact of Music, Music Lyrics, and Music Videos on

Children and Youth

Policy Statement, 2009

100 fourth to sixth graders in the United States and

in Europe revealed that 75% of them watched music videos such a young age, can only contribute to a consistent consumption of explicit music videos as these adolescents become young adults, as well as changes in behaviors and attitudes of young viewers
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Such high consumption of highly sexualized videos at

Literature Review
Controversial Rap Themes, Gender Portrayals and

Skin Tone Distortion: A Content Analysis of Rap Music Videos.

Conrad, K., Dixon, T. L., & Zhang, Y. (2009).

The pressuring idea has been that the accepted look of beauty is

is represented by Eurocentric features such as white skin, blond hair, blue eyes, as well as youth, and low body weight
Males are often associated with darker skin tone and strong

Afrocentric features which infers a connection with criminality and fear. As a result, there is a huge divide between the portrayal of gender in these music videos.
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Literature Review
Gender and family as moderators of the relationship

between music video exposure and Adolescence

Strouse, J. S., Buerkel-Rothfuss, N., & Al, e. (1995)

Females prefer soft, romantic, danceable music

whereas males prefer hard rock, macho music.

Females tend to listen to more music. Woman also, ascribe greater personal importance to

music, pay more attention to the lyrics and report more personal involvement and participation in music imagery, and are more influenced by music videos to 4/19/12

Literature Review
Gender and family as moderators of the relationship

between music video exposure and Adolescence

Strouse, J. S., Buerkel-Rothfuss, N., & Al, e. (1995)

Females are generally reared in a more conservative

sexual manner than males.

Females also learn that they are socially expected to

set limits on sexual involvements.

Within sexual limitations, there should be a

difference in if males or women would stop watching a video due to sexual content being over the top. 4/19/12

Literature Review
Gender and family as moderators of the relationship

between music video exposure and Adolescence

Strouse, J. S., Buerkel-Rothfuss, N., & Al, e. (1995)

There is a stronger association between the amount

of exposure to MTV and PSP for females than for males.

Suggest that the implicit assumption that sexual

content can be used to increase the enjoyment of music videos is at least partially valid. 4/19/12

H 1: Gender (IV) is associated to how much exposure (DV) a person has to music videos.

DV: EXPOSURE IV: GENDER

(Nominal) (Ratio)

Constitutive Definition

Exposure is growing as many teenager begin to watch videos Male/Female younger, and more often (Strouse, et. Al, 1995)

Measurability Measurability The answer to the questionnaire question: Are you male or female? on to how often they watch music videos? on survey The answer the survey

Correlation

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H 2: Females (IV) have more personal interactions(DV) with music than men.

DV: PERSONAL INTERACTIONS IV: FEMALES

(Nominal)

Operational Definition Operational Definition

greater personal importance to music, pay[s] more attention to the lyrics and report more personal involvement and participation in female music imagery (Strouse, et. al, 1995).

Measurability Measurability Answer to questions, would you rather watch a video with Answer to survey question, are you male of female? high sexual content, moderate sexual content, low sexual content or none at all?

Chart females
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X2 test to be used

RQ 1: If someone has been exposed to music videos for a longer period of time (years)(IV), will there be a relationship between whether they prefer music videos with sexual content (DV)?

IV: YEARS (Exposure) DV: PREFERENCE

(Nominal) (Ratio)

Constitutive Definition

Watch/Do growing as Exposure is not watch many teenager begin to watch videos younger, and more often (Strouse, et. Al, 1995)

Measurability Measurability The answer to when did you begin to watch music videos? on Answer to question, I would rather watch a music video with. survey

Correlati

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RQ 2: Do males and females (IV) believe the appearance of gender(DV) to be bad or good in music videos?

DV: APPEARANCE IV: GENDER

(Nominal)

Constitutive Definition Constitutive Definition the portrayals of men and women. The dissimilarity between Male/Female Kate Conrad, Travis Dixon, and Yuanyuan Zhang, 2009. Measurability Measurability Answer to a question about how they feel men and woman are portrayed into the questionnaire question: Are you male or The answer music videos. female? on the survey

X2 test to be

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Methodology
Survey

Face to Face Survey 13 Questions All females and males answered every question

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Methodology Contd
Sample

85 Queens Students 44 Women/ 41 Men

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Data Collection

Passed out around campus at different times of the day and evening to try to hit all dynamics of Queens students.

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Respondents
We had 75, but to make the gender demographic more

equal, we did 10 more.

85 Total Respondents

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Demographic Gender

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Pilot Study
3 Girls, 1 Male

Queens is more populated by females than males.

(During study we made a point to try for a very similar number because we studied gender)
The pilot study mirrors the populations numbers.

Questions were altered slightly in the questionnaire

due to confusion and many questions back from 4/19/12

Sample Type

Random

Purposive (b/c the characteristic of gender playing a role)

Available/convenience sampling (b/c the researchers are also students who had friends on campus who filled out the survey with little hesitation).

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FINDINGS

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H 1: Gender (IV) is associated to how much exposure (DV) a person has to music videos. SUPPORTED ! MALES FEMALES
73.17% of males watch music videos 1-4 times a week 81.81% females watch music videos 1-4 times a

week. 14.63% of males watch music videos 5-9 times a week. 9.09% of females watch music videos 5-9 times a 7.31% of males watch music videos 10-14 times a week. week. 2.27% of females watch music videos 10-14 times a 7.31% of males watch music videos more than 15 week. times a week. 2.27% of females watch music videos 15+ times a week.
Does males watched music videos under on 4.87% ofnot support Strouse, et.al, when they say8 years of 4/19/12 22.72& of females were ages 8-11

H1 Table
How many times a week do you watch music videos?

P e r c e n t a g e

10

Number of Times Watched 4/19/12 a Week

H 2: Females (IV) have more personal interactions(DV) with music than men. SUPPORTED !

MALES
17.07% of

FEMALES
20.45% of

females males listen listen to to lyrics very lyrics very often Overall Conclusion: 3% more females pay attention to lyrics, which contributes personal interaction with the often song. 60.97% of 52.27% of
v

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RQ 1: If someone has been exposed to music videos for a longer period of time (years)(IV), will there be a relationship between whether they prefer music videos with sexual content (DV)?

Under 8 years old 16-19 What you prefer? What you prefer? Stdis .33.33% Stdis0%
Dis0% Dis 7.14 Neutral 66.66% Neutral 64.28% vThe group that began watching music videos earlier, did not Like0% like music videos with sexual content and they were more Like 14.28% likely to watch one with either low or no sexual content in St like0% St like 14.28% them. vThe group that began watching music videos later, had more percentage within the neutral and strongly like categories of 4/19/12

More likely to watch?

RQ 1 Table
On the scale below, please choose how much you like/dislike music videos with sexual content Strongly dislike Dislike Neutral Like Strongly like

P e r c e n t a g e

10 9 8 7 6 5 4 3 2 1 0

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RQ 2: Do males and females (IV) believe the appearance of gender(DV) to be bad or good in music videos?

MALES
73.17% of males agree that there is

FEMALES
72.72% of females believe that

gender stereotypes in music videos

12.19% of males do not think that

gender stereotypes exist in music videos.

18.18% of females do not believe

there are gender stereotypes in music videos.

17.07% of males think that gender

that gender stereotypes exist in music videos.

6.81% of females believe that

stereotypes are sometimes in music videos.

v

gender roles sometimes exist in music videos.

It is not supported because the percentages are too close.

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Interesting
MALES FEMALES Female Portrayal Female Portrayal
9.75% of males think

20.45% of women are neutral to the portrayal of

female portrayal is very women in music videos. good.

70.45% of females believe that women are

17.07% of males think portrayed badlyis music videos. female portrayal in good. of females believe that women are 9.09%
portrayedmales badly 36.58% of very are

in music videos.

neutral

Higher percentage of females believe females to be 24.39% of males think 4/19/12 portrayed badly. Male Portrayal
v

Discussion
Social Cognitive

Explains how people acquire and maintain certain behavior patterns, while also providing the basis for intervention strategies (Bandura, 1997).
Earlier exposure does have an effect on how a person

behaves towards music videos (likes/dislikes).

Gender does affect (slightly) how much a person

watches music videos (behavior).

Gender affects behavior of listening to lyricsimplies

personal experience with Mvids

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Implications
When watching music videos, pay attention to why

you are watching it (sexual content, words etc.) liking/disliking of it.

Pay attention to gender roles and how it affects your

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Limitations
Not a Large Enough Sample (85) Not Completely Random Limited to Queens Students Research Was very Limited Hesitance answering for gender reasons

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Recommendations for Future Researchers

Larger and More Diverse Sample Study Demographics or Liking/Disliking Stick to One Age group to rule out confounding

variablewhat if someone who went to school here watched music videos at a different time period. to males

Have women give survey to women, and male give it

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