Sex Roles

, Volume 28, Issue 11–12, pp 745–753 | Cite as

What's happening on Music Television? A gender role content analysis

  • Rita Sommers-Flanagan
  • John Sommers-Flanagan
  • Britta Davis


This study analyzed 40 Music Television (MTV) music videos across gender role based content categories. Videos were rated at 30-second intervals by four trained raters using a consensus model. Results included the following: (a) men appeared nearly twice as often as women; (b) men engaged in significantly more aggressive and dominant behavior; (c) women engaged in significantly more implicitly sexual and subservient behavior; and (d) women were more frequently the object of explicit, implicit, and aggressive sexual advances. Overall, MTV video content primarily included implicit sexuality, objectification, dominance, and implicit aggression. Implications of these findings with respect to sex role stereotyping and the development of negative attitudes toward women were discussed.


Social Psychology Content Analysis Gender Role Negative Attitude Video Content 
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Copyright information

© Plenum Publishing Corporation 1993

Authors and Affiliations

  • Rita Sommers-Flanagan
    • 1
  • John Sommers-Flanagan
    • 2
  • Britta Davis
    • 2
  1. 1.School of Education, Department of Counselor EducationUniversity of MontanaMissoula
  2. 2.University of PortlandUSA

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