The "euphoria" effect of music videos--a study of the reception of music with visual images

An attempt is made to study the impact of visual information on the perception of music by employing (rock) music videos as stimuli. Forty music videos were presented to judges, who either saw the video or only heard the respective pieces of music. They had to judge the emotions conveyed via the piece of music/video on scales and their overall impression on semantic differential scales. Results indicate that visual information as presented in music videos has considerable effects on impressions: When pieces of music are presented as music videos, more positive emotions are attributed, while presentation of the pieces of music alone resulted in more negative emotion attributions. Thus, music videos seem to "euphorize" the recipient. Furthermore, video presentation compared to presentation of music alone evoked more intense "complexity/interest" as well as "activity" judgments, while "evaluation" judgments were not influenced by the medium of presentation. In addition, a number of presentation factors (like the speed of the music or the number of cuts in the videos) do influence impressions. This leads to the conclusion that researchers should pay more attention to such microcharacteristics of stimuli. In general, the effects found to be due to the medium of presentation are independent of the effects on judgments due to content (i.e., presentation factors).