Den här uppsatsen har som fokus att undersöka genusframställning inom nutidahiphopmusikvideor. De frågor som undersökningen ställer behandlar framförallt hurframställningen ser ut på både en översiktlig men även mer djupgående nivå inom kategoriernasexism, våld, dominans och nedstämdhet. Undersökningens teoretiska ramverk grundar sig istudier om semiotik, genusforskning, teorier om samhälleliga föreställningar samtmeningsskapande inom visuella medier. Undersökningen tar även upp flertalet tidigareundersökningar inom området i jämförande syften. Motiveringen till undersökningen grundadesfrämst i de tidigare studier som gjorts kring effektpåverkan av både visuella medier i allmänhetmen även utav enbart musikvideor. Dessa undersökningar har visat att det finns vissa kopplingartill hur vi tänker och tar emot information och hur detta sedan påverkar vårat handlande. Ävenmer konkret forskning kring musikvideor har visat hur objektifierande material i musikvideor kanha möjlighet att påverka hur vi tänker attitydsmässigt om frågor rörande sexism.Undersökningen utgår ifrån en kvantitativ och en kvalitativ innehållsanalys. Den kvantitativainnehållsanalysen utfördes först där 89 musikvideor analyserades i det totala. Urvalet baserades påde mest populära låtarna inom rap-genren sett från januari 2011 till maj 2013 enligtmusikmagasinet Billboards topplistor. Resultatet av den här undersökningen visade en avsevärdskillnad gällande objektifiering av män kontra kvinnor. Kvinnor var här de som var övervägandemer objektifierade i sin framställning och fick ett högre resultat i alla de variabler som behandladesexism. Män blev istället de som framställdes i alltmer dominanta positioner och hade ett mycketmer självsäkert kroppsspråk och beteende. Sett till våld var det i princip helt obefintligt iframställningen av kvinnorna medan det var aningen mer förekommande hos mannen även omsiffran rent generellt var låg. Variabeln som behandlade nedstämdhet gav det mest jämlikaresultatet i jämförelse mellan könen och framställdes överlag väldigt sällan.I den kvalitativa studien valdes fem låtar ut som fick representera det generella resultatet i denkvantitiva undersökningen för en mer djupgående analys i hur framställningen var uppbyggd. Detförsta som gick att utläsa av resultatet var att hiphop idag är en väldigt mansdominerad genre.Endast ett fåtal procent av musikvideorna var representerade utav enbart kvinnliga artister.Resultatet visade även här att det fanns stora kontraster mellan hur män och kvinnor framställdesbåde sett till beteendet men även i hur man använde kameran för att skapa framställningen.Männen visades här i ett alltmer seriöst beteende med ett mer distinkt och handfast kroppsspråksom uttryckte självsäkerhet. De befann sig även alltmer i roller med ett aktivt handlande. Sett tillkvinnorna så befann sig dessa allt oftare i mer passiva och dekorativa roller där mycket fokus låg ifrämst närbilder på kroppsdelar som anspelade på det biologiska könet.Slutresultatet visade att även om objektifieringen minskat överlag i genren, sett till jämförelsermed tidigare undersökningar, så är det fortfarande ett vanligt förekommande element och varäven det som visade sig mest förekommande i den här undersökningen. Våldsinslag hade minskati jämförelse med tidigare undersökningar men det var fortfarande nästan enbart associerat med manligt beteende. / This paper has as its focus to examine gender production in contemporary hiphop music videos.The questions that the study sets treats especially how the production looks at both a general butalso more profound level in the categories of sexism, violence, domination and sadness. Thetheoretical framework is based on studies of semiotics, gender studies, social concepts andcreating of meaning in visual media. The study also takes up several of earlier studies in the fieldof use in comparative purposes. The motivation for the study was based primarily in the earlierstudies done on effects research of both visual media in general, but also of music videos. Thesestudies have shown that there are some links to how we think and receive information and howthis then affects our actions. Even more concrete research on music videos have shown howobjectifying material in music videos may be able to influence how we think in terms of attitudeon issues of sexism.The survey is based on a quantitative and a qualitative content analysis. The quantitative contentanalysis was first performed in which 89 music videos were analyzed in total. The selection wasbased on the most popular songs in the rap genre seen from January 2011 to May 2013 by musicmagazine Billboard’s charts. The first thing that could be seen from the results was that hip-hoptoday is a very male-dominated genre. Only a few percent of the music videos were representedout only female artists. The results also showed a significant difference in the objectification ofmen versus women. Women were considered more objectified in this specific research and got ahigher result in all the variables involving sexism. Men became more produced in increasinglydominant positions and had a much more assertive body language and behaviour. In terms ofviolence, it was almost completely absent in the behaviour of women while it was slightly moreprevalent in men, although the representation overall was low. The variable that treated sadnessgave the most equitable outcome in comparison between the sexes but were rarely shown overall.In the qualitative study, five songs were as representative of the overall outcome in thequantitative study. The purpose of the study was to get a more in-depth analysis of how therepresentational behaviour was structured. The results showed that there were significantcontrasts between the way men and women were represented both in terms of behavior, but alsoin how the camera was used to create the representation. The men were shown here in anincreasingly serious behavior with a more distinct and robust body language expressingconfidence and were also shown more in active roles. Women were often in more passive anddecorative roles where much focus was in close ups where body parts that insinuated at thebiological sex was primarily represented.The final result showed that although objectification is an overall reduction in the genre in termsof comparisons with previous studies, it is still a common element and was also what was mostprevalent in this study. Violent behaviour had decreased significantly compared with previoussurveys but it was still almost exclusively associated with male behavior.

Thesis (M.A.)--York University, 2007. Graduate Programme in Communication and Culture. / Typescript. Includes bibliographical references. Also available on the Internet. MODE OF ACCESS via web browser by entering the following URL: http://gateway.proquest.com/openurl?url_ver=Z39.88-2004&res_dat=xri:pqdiss&rft_val_fmt=info:ofi/fmt:kev:mtx:dissertation&rft_dat=xri:pqdiss:MR38797

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This work fills a gap in research on Indonesian popular culture by delving into the presentation of femininity and masculinity in Indonesian music videos. Through a textual analysis of four videos, a survey of the video YouTube comments, and interviews with Indonesians about these videos, the author examines the presentation of Order/Chaos and other Male/Female binaries in the music videos and their relationship with the current pop culture and political environment.

In this study we will explore impact exposure to brands references in music videos may have on the development of consumers’ brand knowledge. We assert that an understanding of this relationship is a function of both executional elements of the message and the intervening effects of select individual-difference factors. This dissertation applies social cognitive theories, the cultivation hypothesis, attribution theory and the elaboration likelihood model to develop the set of hypotheses. This dissertation seeks to provide initial evidence regarding the key factors brand managers and music executives must be aware of when implementing music video brand placements. A conceptual model of music video brand placement is presented and evaluated utilizing qualitative and quantitative techniques. The qualitative methodology employs real music fans as informants and music videos as stimuli in developing an understanding of the relationship consumers have with music as well as their reactions to music videos. The quantitative methodology uses an original music video as the stimulus, real music fans as respondents and a real-time on-line survey to measure the relationship among the variables. Study findings support the ability of music videos to impact extra-musical consumption and provide early evidence regarding factors important to understanding consumers’ responses to music video brand placements.

In this study we will explore impact exposure to brands references in music videos may have on the development of consumers’ brand knowledge. We assert that an understanding of this relationship is a function of both executional elements of the message and the intervening effects of select individual-difference factors. This dissertation applies social cognitive theories, the cultivation hypothesis, attribution theory and the elaboration likelihood model to develop the set of hypotheses. This dissertation seeks to provide initial evidence regarding the key factors brand managers and music executives must be aware of when implementing music video brand placements. A conceptual model of music video brand placement is presented and evaluated utilizing qualitative and quantitative techniques. The qualitative methodology employs real music fans as informants and music videos as stimuli in developing an understanding of the relationship consumers have with music as well as their reactions to music videos. The quantitative methodology uses an original music video as the stimulus, real music fans as respondents and a real-time on-line survey to measure the relationship among the variables. Study findings support the ability of music videos to impact extra-musical consumption and provide early evidence regarding factors important to understanding consumers’ responses to music video brand placements.

Thesis (M.S.)--Kutztown University of Pennsylvania, 1991. / Source: Masters Abstracts International, Volume: 45-06, page: 2714. Abstract precedes thesis as [1] preliminary leaf. Typescript. Includes bibliographical references (leaves 27-28).

Thesis (MFA)--Montana State University--Bozeman, 2008. / Typescript. Includes DVD Sharon Pieczenik's Thesis. Chairperson, Graduate Committee: Walter Metz. Includes bibliographical references (leaves 20-21).

Thesis (M.S.)--Rochester Institute of Technology, 2008. / Typescript. Includes bibliographical references (leaves 53-56).

Thesis (M.A.)--University of Delaware, 2005. / Principal faculty advisor: Elizabeth Perse, Dept. of Communication. Includes bibliographical references.