Sexual Objectification in Music Videos: A Content Analysis Comparing Gender and Genre

Abstract

Although sexual objectification is commonplace in media culture, music videos provide the most potent examples of it. In the current study, we developed a coding system to measure sexual objectification and its correlates in music videos. Our analysis compared sexual objectification across artists' gender and musical genres (R&B/hip-hop, pop, and country). Compared to male artists, female artists were more sexually objectified, held to stricter appearance standards, and more likely to demonstrate sexually alluring behavior. In addition, sexual objectification was more prominent in R&B/hip-hop and pop videos than in country videos. The results are discussed in light of objectification theory and sexual agency.