Effects of gender and gender role self-perceptions on affective reactions to rock music videos

To evaluate the mediating impact of gender and gender role self-perceptions on affective responses to rock music videos, female and male undergraduates recruited from the predominantly Caucasian population of a southeastern university completed the Bem Sex Role Inventory and then watched and evaluated nine short music video segments. Consistent with previous research, the results highlight the critical importance of gender as a determinant of affective reactions to popular music. Males, in general, showed the strongest positive reactions (i.e., greatest enjoyment, least disturbance) toward hard-rock music videos while females reported the strongest positive reactions toward soft-rock music videos. Furthermore, both genders reported significant misestimations of other-gender peers' reactions. On the other hand, the influence of gender role self-perceptions proved minimal. Some implications of these findings are discussed.An earlier draft of this paper was presented at the November 1991 meeting of the Speech Communication Association in Atlanta, Georgia.