Abstract
Abstract. Music video (MV) content is frequently measured using researcher descriptions. This study examines subjective or viewers’ notions of sex and violence. 168 university students watched 9 mainstream MVs. Incidence counts of sex and violence involve more mediating factors than ratings. High incidents are associated with older viewers, higher scores for Expressivity, lower scores for Instrumentality, and with video orders beginning with high sex and violence. Ratings of sex and violence are associated with older viewers and lower scores for Instrumentality. For sex MVs, inexperienced viewers reported higher incidents and ratings. Because MVs tend to be sexier but less violent than TV and film, viewers may also use comparative media standards to evaluate emotional content MVs.
Zusammenfassung. Die Erfassung von sexuell expliziten oder gewalthaltigen Inhalten von Musikvideos beruht in der Regel auf der Einschätzung der Forscher. In der vorliegenden Studie wurde eine Einschätzung von 168 Studierenden zu neun Mainstream-Musikvideos bzgl. dieser Variablen erhoben. Dabei stellte sich heraus, dass die von den Rezipienten beurteilte Auftretenshäufigkeit von Sex und Gewalt nicht mit deren Bewertung der Videos als sexuell explizit oder gewalthaltig übereinstimmt. Die geschätzte Auftretenshäufigkeit kann durch andere Rezipientenvariablen erklärt werden als die Bewertung. Eine als hoch beurteilte Auftretenshäufigkeit von Sex und Gewalt geht mit höherem Alter, stärkerer individueller Ausprägung in Expressivität, geringerer in Instrumentalität und der Abfolge der präsentierten Videos einher (gewalthaltige und sexuell expressive zuerst). Die Bewertung von Sex und Gewalt im Video geht mit höherem Alter und einer geringen individuellen Ausprägung von Instrumentalität einher. Rezipienten mit weniger Erfahrung mit sexuell expliziten Video-Inhalten schätzen die Auftretenshäufigkeit dieser Inhalte höher ein und bewerteten sie insgesamt als sex- und gewalthaltiger als erfahrene Zuschauer. Es wird angenommen, dass bei der Bewertung der Musikvideos die Rezipienten vor allem die gewalthaltigeren Fernsehinhalte als Vergleich heranziehen.
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