Abstract
In this research, I will be determining how sexual imagery and same-sex activity in music videos has increased from 2010 and 2016 and to discover what forms of sexual imagery are portrayed most often. In this study, I have developed a coding system to measure sexual imagery and same-sex activity across music in both 2010 and 2016 to see whether it has increased. Using four music videos (two from 2010, and two from 2016) compared to 2010, sexual imagery and same-sex activity in 2016 has increased.
Introduction
The research hypothesis claims that high levels of sexual imagery and same-sex activity has increased in music videos over 6 years. Additionally, the aim of this research was to discover how prevalent sexual imagery is common in music videos from 2010 to 2016 and what forms of sexual imagery is portrayed most.
I believe that a quantitative content analysis was most appropriate for the research I was conducting as according to Bryman (2008:275) it “seeks to quantify content in terms of predetermined categories in a systematic and replicable manner”. It is also “systematic, empirical and quantitative” Burton (2000:333), which I believed are suitable characteristics for achieving the research objectives above.
Popular music has always had a close relationship with sex. Genres such as Jazz and Blues in the early 20th century was known for its “sexual intensity”. Many critics over the years have argued that music videos and performances are becoming increasingly explicit and inappropriate.
A content analysis of 2 selected music videos from the year 2016, as predicted; shows a high level of sexual imagery within music videos. In addition, ‘sexual dance moves, kissing, touching and ‘provocative clothing’ were the most common occurring sexual content. More explicit acts such as ‘simulating group sex’ and ‘sadomasochism’ were also displayed often.
Arnett (2002), has said that sexuality in pop music has become increasingly explicit. There are also many others who agree with this claim, for example, a record producer Mike Stock made headlines criticising music videos for sexualising young children. Stock claimed that “most R&B videos are like soft pornography” http://www.guardian.co.uk. Sherman & Dominick (1986) who conducted a similar study, found that sexual behaviour was present in over 75% of videos analysed with an average of 5 sexual acts per video.
In addition, Linda Papadopolous a psychologist, in 2007 wrote a Home Office Report “Sexualisation of Young People Review”, and found that women in music videos are portrayed as “sexually available” and that there is often visual focus on women’s body parts such as breasts, bottom and lips (Papadopolous, 2007: 50).
Methodology
To begin my research process and aiming to find what forms of sexual imagery are present in music videos, I produced a coding sheet. According to Bryman (2008) “coding is a vital stage in the process of doing a content analysis p.283.
I chose videos from 2010 which were Rihanna- Te Amo (I always remembered Rihanna’s Te Amo striking headlines on whether she was lesbian due to the same-sex activity in the video) and Tao Cruz- Dynamite. I then chose two videos from 2016 Years & Years ft Tove Lo – Desire and Troye Sivan- YOUTH. I measured the sexual imagery and same-sex activity in the four videos, defining the different content categories. When conducting the content analysis, it was easy to access them online via http://www.youtube.co.uk. The process did not take more than an hour to do as it was fairly straightforward. I watched each video 3-4 times, there were also a few occasions when I paused the video to determine whether content should be coded; I also watched the videos with and without the music on so I could focus more on the imagery rather than the lyrics, to ensure the lyrics didn’t distract my judgement. Reflecting on the process, I enjoyed the process of content analysis and did not encounter any problems.
There are numerable advantages to content analysis. Lack of participants meant that it was relatively straight forward. For example, there was no need to contact people, arrange meetings, interviews or send out questionnaires. This also means that there are very few ethical concerns. Accessing the relevant information and documents is rarely a problem for content analysis as a lot of documents available online for free or in libraries (Burton, 2000).
One disadvantage of content analysis is the inability to determine the reasons behind the research findings. For example, it doesn’t provide answers to why sexual imagery is so prevalent in popular music videos.
Results
The results of the content analysis show that high levels of sexual imagery are present in the more up-to-date music videos. I found that the most common imagery (including same-sex activity) was ‘sexually suggestive dancing’ with 80% of music videos displaying this behaviour.
This was followed by both ‘kissing and touching/caressing’ being 70%, ‘nudity’ and ‘cuddling’ being 40%.
Content categories which had more explicit sexual imagery such as ‘simulating group sex’ and ‘sadomasochism’ were found in 50% of music videos analysed.
However, ‘sexual bondage’ which could be considered equally as explicit, was found in 10% of music videos and similarly, ‘simulating penetrative sex’ was found in 30% of music videos However, the 2010 videos had less same-sex activity and imagery. Sexually suggestive dancing’ with 40%, both ‘kissing and touching/caressing’ being 30%, ‘nudity’ and ‘cuddling’ being 10%.
Overall, the results support the hypothesis that there is an increase a high prevalence of sexual imagery in more up-to-date music videos.
Discussion
To conclude, there has been many concern on the sexual content portrayed in music videos. Some critics has argued and tried to raise awareness that the sexual content is in fact worsening to becoming ‘sexually explicit’ rather than just being sexually suggestive’. Concerns have come from sociologists, psychologists and other academics arguing over the sexual imagery in music videos. Concerns have also been raised from worried and outraged parents.
The content analysis conducted shows that sexual imagery has become a common and normal feature of music videos. According to Arnett (2002), a typical music video consists if “one or two men performing while beautifully, scantily clad young women dance and writhe lasciviously” p.256. The findings support Arnett’s claim, however it is not only just the dancers that perform sexual roles, it is almost the female performer as well. Artists like Rihanna, Beyonce and Nicki Minaj have all the sexual focus in their music videos.
Overall, sexual imagery and same-sex activity has become more common since 2010. This may be for a number of reasons such as, double standards lessening, women no longer want to feel like they should have a different set of principles. LGBT groups are coming out are on the rise and becoming popular, dominant and demanding as to another reason why same-sex activity is becoming common in music videos.