Adopting the Objectifying Gaze: Exposure to Sexually Objectifying Music Videos and Subsequent Gazing Behavior

• Published in: Media psychology Vol. 21; no. 1; pp. 27 - 49
• Main Authors: Karsay, Kathrin, Matthes, Jörg, Platzer, Phillip, Plinke, Myrna
• Format: Journal Article
• Language: English
• Published: Philadelphia Routledge 02.01.2018; Taylor & Francis Ltd
• Subjects: Music videos; Women
• ISSN: 1521-3269; 1532-785X
• DOI: 10.1080/15213269.2017.1378110

We investigated the effects of exposure to sexually objectifying music videos on viewers' subsequent gazing behavior. We exposed participants (N = 129; 68 women, 61 men) to music videos either high in sexual objectification or low in sexual objectification. Next, we measured participants' eye movements as they viewed photographs of 36 women models with various body shapes (i.e., ideal size model, plus size model) and degree of dress (i.e., fully dressed, scantily dressed, partially clad). Results indicated that sexually objectifying music videos influenced participants' objectifying gaze upon photographs of women with an ideal size, but not plus size, body shape. Interestingly, that effect neither differed among men and women nor depended upon the models' degree of dress. Altogether, once primed with sexually objectifying imagery, participants looked at women's sexual body parts more than they looked at women's faces.