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Violence and consumption imagery in music videos

Violence and consumption imagery in music videos 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? Do differences exist 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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png European Journal of Marketing Emerald Publishing

Violence and consumption imagery in music videos

European Journal of Marketing , Volume 36 (7/8): 19 – Aug 1, 2002

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References (92)

Publisher
Emerald Publishing
Copyright
Copyright © 2002 MCB UP Ltd. All rights reserved.
ISSN
0309-0566
DOI
10.1108/03090560210430845
Publisher site
See Article on Publisher Site

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? Do differences exist 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.

Journal

European Journal of MarketingEmerald Publishing

Published: Aug 1, 2002

Keywords: Violence; New Zealand; Music industry; Video; Marketing strategy; Ethics

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