Viewing music videos: Emotion and viewer interpretation

13 years 10 months ago

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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. Key words: Music videos, viewer judgements, emotion cues Viewing Music videos: Die Rezipientenbeurteilung sexueller und gewalthaltiger Musikvideos Zusammenfassung. Die Erfassung von sexuell expliziten od...

Joan M. Preston, Michael Eden

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