| Abstract | Glazba je jedan od najstarijih oblika komunikacije među ljudima. Kao dio popularne
kulture, popularna je glazba danas lako dostupna svim slojevima društva i jedan je od oblika
zabave za mnoštvo ljudi. Popularne pjesme gotovo je nemoguće pronaći bez glazbenoga
videospota. Dok s jedne strane služe za razonodu, videospotovi istodobno angažiraju mladu
publiku, a posebice tinejdžere, pružajući im široku lepezu tema o muško-ženskim odnosima,
zaljubljivanju i vezama te tako utječu na svijest muškaraca i žena. Inozemni istraživači bavili su
se porukama u videospotovima od njihovih početaka i pojave MTV-ja te tako uočili sklonost
korištenja muških i ženskih spolnih stereotipa s naglaskom na prikazivanje ženskih likova u
nepovoljnijem položaju u odnosu na muške likove. Usporedimo li navedeno s domaćim
istraživanjima provedenima na području Hrvatske, tema spolnih stereotipa u glazbenim
spotovima nije ispitana u tolikom opsegu. Stoga je cilj ovoga rada proučiti i analizirati prisustvo
spolnih stereotipa u suvremenim glazbenim videospotovima u Hrvatskoj kroz vizualno
portretiranje muškaraca i žena te opise koji su im pripisani u tekstovima pjesama. U tu se svrhu
u radu koristila kvantitativna i kvalitativna analiza sadržaja, a uzorak je činilo 27 najpopularnijih
videospotova u Hrvatskoj prema Billboard ljestvici. Vremensko razdoblje ograničeno je periodom
od četiri tjedna, od utorka 13. lipnja do utorka 11. srpnja 2023. Rezultati pokazuju prisutnost
spolno stereotipnoga prikaza ženskih, ali i muških likova. Pod pojmom spolnih stereotipa
analizirani su: dominantnost prikaza, seksualizacija i naglašenost tjelesnih atributa,
objektivizacija i prisutnost muškoga pogleda. Analizirao se i način odjevenosti muških i ženskih
likova, kao i korištenje vulgarnoga jezika, psovki i fraza vezanih uz novac za opis pojedinoga
spola. U glazbenim videospotovima kao najizraženija tema zabilježena je provokativna, odnosno
seksualno-vulgarna problematika. |
| Abstract (english) | Music is one of the oldest forms of communication among people. As a part of popular
culture, today's popular music is easily accessible to all layers of society and is a form of
entertainment for many individuals. Popular songs are almost impossible to find without a music
video. While on the one hand, they serve for amusement, they simultaneously engage the young
audience, especially teenagers, providing them with a broad range of themes about male-female
relationships, and falling in love, thus influencing the awareness of men and women. Foreign
researchers have been studying the messages in music videos since their beginnings and the
emergence of MTV, noting a tendency to use male and female gender stereotypes with an
emphasis on portraying female characters in a less favourable position compared to male
characters. When comparing this with domestic research in Croatia, the topic of gender
stereotypes in music videos hasn't been explored to such an extent. Therefore, the aim of this
paper is to study and analyze the presence of gender stereotypes in contemporary music videos
in Croatia through the visual portrayal of men and women, as well as the descriptions attributed
to them in song lyrics. For this purpose, the paper employs both quantitative and qualitative
content analysis, with a sample of 27 most popular music videos in Croatia according to the
Billboard chart. The time period is limited to four weeks, from Tuesday, June 13th to Tuesday,
July 11th, 2023. The results indicate the presence of gender-stereotyped portrayals of both female
and male characters. Under the concept of gender stereotypes, the following aspects were
analyzed: dominance of portrayal, sexualization and emphasis on bodily attributes,
objectification, and the presence of the male gaze. The attire of male and female characters was
also analyzed, along with the use of vulgar language, profanity, and phrases related to money to
describe each gender. The most prominent theme in the music videos was found to be
provocative, specifically dealing with sexual and vulgar issues. |
