oa Negatieve reacties van vrouwen op seksuele videoclips

Women’s resistance to sexual music videos: the role of involvement and dissonance

Research on sexual music videos has paid little attention to the possibility that viewers can resist sexual music videos and has largely ignored the processes that may explain this resistance. The present study aimed to fill these gaps in the literature. In an experiment, 44 young women were shown a music video with either sexual or neutral content. Subsequently, their reactions towards the music video were assessed. Involvement in the sexual music video, defined by emotionally driven attention, was positively related to feelings of dissonance. Feelings of dissonance, in turn, were positively related to resistance in the form of negative thoughts towards the music video. These effects were not found for mere exposure to the sexual music video or for involvement in the neutral music video. Our study suggests that young women’s involvement in sexual music videos can elicit resistance, which is explained by increased dissonance.