Performing Gender: A Content Analysis of Gender Display in Music Videos

This study investigated differences in gender display by male and female performers in music videos. Goffman??s (1976) conceptual framework of gender display was refined and expanded upon as a basis for analyzing 12 nonverbal displays associated with subordination, domination, sexuality, and aggression in music videos by an equal number of male and female lead performers. 34 music videos on U.S. cable stations MTV and MTV2 were divided into 30-second segments, resulting in 253 units that were coded for gender display. Findings revealed that significant gender displays primarily reinforced stereotypical notions of women as sexual objects, and to a lesser degree, females as subordinate and males as aggressive. Implications of music videos?? portrayal of stereotypical gender displays and their role in the construction and maintenance of the gender status quo are discussed.