Evolution of heteronormativity through a categorization of gender stereotypes. Analysis of the most popular music videos
DOI:
https://doi.org/10.3145/epi.2021.sep.01Keywords:
Binarism, Gender, Gender stereotypes, Music, Masculinities, Feminities, Videoclips, Mainstream, Content analysis, Categorizations, Heteronormativity, Sexualization, Commercial musicAbstract
The representations of masculinity and femininity within the most-listened commercial music and its evolution, based on an own elaboration of a system of 11 analytical categories of gender stereotypes that explore gender binarism. In so doing, a qualitative and quantitative content analysis of 50 video clips of the most-listened songs in two periods of time (2009 and 2019) are carried out. From a post-feminist critical perspective (Gill, 2007, 2017), the study verifies that gender binarism is maintained over time, although with important nuances in both years. The results conclude that the most prominent stereotypes are western hegemonic femininity, associated above all with romantic narratives (mainly in 2009), and western pariah femininity, which dialogues with elements of greater sexualization (especially in 2019). On the other hand, western protestant masculinity is present in most of the songs associated to musical genres such as rap or hip hop, in both periods of time; while occidental assured masculinity, which is evident in 2019, is associated with the need to maintain the heteronormative and hegemonic representation of masculinity, even though the artist´s sexuality does not fit into it. The article concludes that, in ten years, there is an evolution of the heteronormativity among the most popular music videos, where the dominant masculinity stereotype continues to be the heterosexual hegemonic masculinity model, in both the romantic and the sexual context, while the representation of femininity shows some confrontations with the traditional model. The study is a contribution to other studies on masculinities and femininities as it establishes categories that may be applied to different cultural products and social realities.
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