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| Author: | Martin, B. A. S. Collins, B. A. |
| Title: | Violence and consumption imagery in music videos |
| Journal: | European Journal of Marketing
2002 : VOL. 36:7-8, p. 855-873 |
| Index terms: | VIOLENCE NEW ZEALAND MUSIC INDUSTRY MARKETING STRATEGY ETHICS |
| Language: | eng |
| Abstract: | A content analysis of 191 music videos from New Zealand television examined three research questions: what levels and types of violence are evident; what products and brands are associated with violence; and whether there are differences between different musical genres, and videos of New Zealand performers versus overseas artists. Results revealed that violence is evident in a significant proportion of music videos, and that particular products are associated with displays of people- focused, object-focused and combined types of violence. Furthermore, foreign heavy rock was not associated with people-focused violence. Implications are discussed regarding perceptual context, encoding and marketing ethics. |
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