The emergence in recent years of strong female musical artists asserting their sexuality as empowerment (Andsager & Roe, 2003; Gauntlett, 2002) has necessitated an evaluation of their depictions in music videos as perceived by contemporary target audiences. This study attempts to determine how viewers’ gender role identity, based upon gender schema theory (Bem, 1981; 1993) and measured through Bem Sex-Role Inventory (BSRI), relate to perceptions of female pop and hip hop artists’ music videos. It was hypothesized that sex-typed respondents would perceive portrayals as traditional more than other groups, whereas cross-sex typed respondents would perceive empowerment more than others groups. A convenience sample of 177 female undergraduate students was used for this cross-sectional study. Results did not support the hypotheses. Though some of the traditional items were found significant, no other significant differences emerged. Overall, gender role identity was ultimately found to have little relationship to perceptions of music video portrayals.

Recent research into sex roles has been heavily influenced by androgyny theory, and by the development of the Bern Sex-Role Inventory (BSRI; Bern, 1974). Psychological androgyny is the combination, in one individual, of both culturally defined masculine and feminine personality traits. The Sex-Rep, a new instrument for assessing sex role which is aimed at rectifying certain problems associated with the BSRI, was then described. The Sex-Rep, the BSRI (Bern, 19 34), the Texas Social Behavior Inventory (TSBI; Spence & Stapp, 1974), the Beck Depression Inventory (BDI, Beck, 1967), and a self-concept thermometer, were given to 100 male and 108 female undergraduates. Results indicated that the BSRI and the Sex-Rep are both valid sex-role instruments, insofar as they both discriminate between males and females. They tend to measure nonredundant components of sex role as indicated by a lack of overlap between their sex-role classifications. The present study did not find any support for the balance model of androgyny which suggests that high masculinity and high femininity interact by balancing each other to produce a healthier, more behaviorally flexible individual. BSRI masculinity (M) was strongly related to adjustment in both sexes, but BSRI femininity (F) had little impact. This relationship between BSRI M and adjustment was described as probably resulting from measurement artifact since (&) only socially desirable traits are included on the BSRI, (b) removing self-esteem effects from the BSRI M scale enhanced its ability to discriminate between the sexes, (c) Sex-Rep masculinity was not related to adjustment for women, and its linkage to adjustment for men was less strong than BSRI M, (d) women rated their feminine constructs as more desirable than their masculine constructs, and (e) there were no actual self-esteem differences between males and females. Thus, findings from the BSRI regarding the relationship between sex role and adjustment must be called into question. Furthermore, since there is little overlap between genderrelated personal construals and social stereotypes, it is important to discover the effects of personal gender identity on personality and behavior.