OFCOM Report

A Contextual Investigation (2005) - Music and Pop Videos

Music videos were mentioned spontaneously as being a concern for a number of viewers, but in relation to a range of issues including language, lifestyle, violent or extreme images as well as sexual imagery. Some of the language issues have already been touched on in the Radio section above, where the language of lyrics was discussed and similar points were made in the groups in connection with music videos. 

Music videos can be a cause of concern because they are thought to have a potentially powerful effect on the children and young adult viewers who are attracted to them. At the same time, music video producers are thought to try and produce shocking or controversial images (not always related to sexual imagery) in order to grab attention.

“Some of those videos are quite raunchy aren’t they, I personally don’t think there is any need for it.”
(Female, parent of older children, C2DE, multi-channel)
It seemed that the concern here was for children from as young as six to early teens, all of whom might watch music videos, though not necessarily by the same performers. Few gave specific examples of music videos which had offended. Those mentioned included:
•  Robbie Williams stripping his skin off (Mentioned by young teenage girl)
•  50 Cent video - “just naked women strutting their stuff, running around.” (young British Asian women)
•  A video by Britney Spears, “She is on the bed and she is touching herself.” (Female, parent of younger children, British Asian, C2DE, multi-channel) 

This last example was of particular concern to some parents, precisely because Britney Spears is a performer with a strong fan base among pre-teens - and parents do not think it is appropriate for this type of sexual imagery to be used in videos aimed at this age group. Indeed, for parents of children up to early teens, anything much beyond kissing is felt to be inappropriate in these videos - and scenes of the performer sexually arousing themselves are certainly perceived as inappropriate. It is even worse when the artiste (like Britney Spears) appears to change her image and along with it, her morals and behaviour code, because she is a role model for so many of her fans.

teenagers themselves did not seem too bothered by what they see, despite parental concerns. Nevertheless, they concede that some videos are ‘extreme’ and that they often have little to do with the lyrics of the songs. Female teens, moreover, say that they do not like the often ‘negative’ way in which women in pop videos are portrayed. 

younger groups were neither calling for a more relaxed regime nor struggling with finding what they want to watch. Most (unlike many adults) are fully aware that there are different versions of videos, and they would not expect to see full versions on BBC’s Top of the Pops for example. Likewise, a channel like “The Box” is thought to be moderate, or restricted in what it shows, while a channel like TMF is expected to have a greater freedom to show what it likes. In contrast to their concern about watching some of the explicit sexual imagery on other programming, there was little or no concern expressed by these teenagers about seeing material that their parents might disapprove of. 

Summary points

Some of the parents in this research were concerned about music videos. Their concern was not just focused on sexual imagery, but included language, extreme images and lifestyle issues. Music videos by performers who appeal to younger (pre-teen audience) gave most cause for concern - sexually provocative poses are found offensive.

Rap/hip hop videos were also of concern - both for young children and teenagers, because of the lifestyle and moral code which they appear to endorse.

Teenagers themselves did not appear to be offended by music videos and have different expectations as to what they might find on different channels/programmes.