The study was split into three groups, each of which saw different types of advertising between the videos. Participants were shown the videos interspersed with advertising to simulate reality as closely as possible.
Researchers at Ryerson University, Toronto, looked into the impact on young women by asking them to watch five popular music videos featuring a stereotypically 'perfect-looking' woman. The negative impact of music videos on girls’ self-esteem
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Meanwhile, Ofcom’s research into media🔗 and children reported in 2012, that 40% of 12- to 15-year-olds watch or download music videos every week, with ready access via mobile devices. Fast-forward to 2010, and this had jumped to a shocking two-and-a-half hours each day. The Home Office inquiry reported that in 2002 young people watched an estimated nine hours of music videos each week. If you’ve watched any music videos recently you may well feel the same, but these videos are an ever-increasing part of young people’s lives. "It’s the music videos for her – they’re half naked – do they really need to do that to sell a song?"
"My daughter sees stuff on telly and thinks she has to look like that," says Jo, a parent who spoke in a recent Home Office inquiry (PDF) (1.6MB)🔗 into the sexualisation of childhood. Close-ups of pouting lips, wiggling bottoms, shimmying cleavages and bare, toned stomachs feature heavily too, reinforcing the idea that women have to look – and behave – a certain way to be attractive. Watch any music channel and you're likely to see stars singing suggestive lyrics, dressed in few clothes and wearing lots of make-up.
So we’ve put together an action checklist to help you start a conversation with your child about how women are portrayed in music videos. Music videos are increasingly sexualising and objectifying women, as research from institutes including the American Psychological Association (PDF) (821 KB)🔗 and the UK’s Home Office has shown.
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