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Rowe, Yvette
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Vitamin S: Messages, Music and Video An Analysis of the Sexual Content and Perceptions of Sexuality Communicated in Popular Jamaican Music Videos
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40p.
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http:; yjrowe.com/wp-content/uploads/2011/11/Vitamin-S-v5-Colour.pdf.pdf
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Notes
Research funded by the European Union. Also published in Social and Economic Studies 62 (2013): 227-247
Abstract
At the end of 2002, there were an estimated 440,000 people in the Caribbean living with HIV/ AIDS. In the same year, it was reported that approximately 25,000 persons were living with HIV/AIDS in Jamaica. Research indicates that information about sex and sexuality can be a factor in helping teens make positive decisions regarding reproductive health (NACJ 2002). This research project was a descriptive content analysis that looked at what is contained in popular Jamaican music videos. The researchers looked at the content of lyrics and visual images. The project looked more specifically for images and lyrics related to sex and sexual behaviour. Concern has been expressed over the musicís preoccupation with sex and violence. This has led to discussion and debate on whether the music mirrors reality or contributes to attitudes and behaviour. The local music video is beginning to assume more importance in the wake of the establishment of a number of cable channels devoted to music, that now provide an outlet for music videos. There are now more music videos available for viewing than ever before. Against this background, this research project aimed to assess and identify the messages contained in Jamaican popular music videos that relate to sexual behaviour particularly risky sexual activity. The output of key, local music cable stations was monitored over two weeks in 2004. The lyrics and images in the selected videos were recorded, interpreted and analysed. The literature and material review indicated that young people were among those most at risk in Jamaica of contracting sexually transmitted infections and HIV/AIDS. 'Adolescent girls aged 10-19 years are three times more likely than boys to be HIV infected. (NACJ 2002). They are also among the largest targeted audience of popular music videos. It became clear from the review that a high percentage of popular music videos focus on themes of romance, courtship and sexuality.....
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