Abstract
A content analysis was conducted on the shows 106 & Park and Sucker Free on MTV for the time period of July 1st to August 31st 2006. Of the 92 videos shown, 43 were selected via random sample to create two ‘composite weeks’ for the viewing period of these shows. Coders were graduate and doctoral students in Florida State University College of Communication and only four had familiarity with the genre of music video coded. The frequency of dominance/subservience, implicit aggression, explicit aggression, aggression with sexuality, objectification (without showing face), objectification (showing face), implicit and explicit sexuality, wearing revealing clothing, sexual pursuit and being sexually pursued were counted. Intercoder reliability was conducted using PRAM software. The averages for all measures of intercoder reliability were: Percent Agreement (.798), Scott’s Pi (.006), Cohen’s Kappa (.17), and Holsti’s Coefficient of Reliability (.798). The findings show that females are objectified significantly more often than males with and without the camera showing the face of the individual. Female displays of implicit sexuality occur significantly more often than male displays in music videos and male artists are significantly more likely to be the recipient of these displays of sexuality.
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