In today's world, the inclusion of nudity in music videos is common. According to Levande (2008), pornographic imagery has crept into the mainstream because it is owned by everyday companies. Despite Malaysia enforcing censorship on television for many tracks it considers inappropriate, online channels like YouTube make it easy for the people to access these videos. The youth are especially affected by this show of nudity. Adolescents exposed to sexualizing and objectifying media are more likely to experience body dissatisfaction, depression and lower selfesteem (American Psychological Association, 2007). This research focuses on exploring the psychological and behavioral effects it has on the youth in Malaysia, and on their attitudes towards sexuality.

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A Research Proposal
on
“The influence of nudity in music videos amongst youth in Malaysia.”
by
Aditi Verma
Davin Chuah Chun Min
Raysa Jashim
Salim Al-Afifi
Adelia Askarova
Begaiym Dzhanova

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Research Title: The influence of nudity in music videos amongst youth in Malaysia.
1.0 INTRODUCTION
1.1 Background of the study:
In today's world, the inclusion of nudity in music videos is common. According to Levande
(2008), pornographic imagery has crept into the mainstream because it is owned by everyday
companies. Despite Malaysia enforcing censorship on television for many tracks it considers
inappropriate, online channels like YouTube make it easy for the people to access these videos.
The youth are especially affected by this show of nudity. Adolescents exposed to sexualizing and
objectifying media are more likely to experience body dissatisfaction, depression and lower self-
esteem (American Psychological Association, 2007). This research focuses on exploring the
psychological and behavioral effects it has on the youth in Malaysia, and on their attitudes
towards sexuality.
1.2 Research Objectives:
1. To identify how nudity in music videos influences Malaysian youth's attitudes towards
sexuality.
2. To what extent does nudity in music videos influence youth in Malaysia psychologically and
behaviorally.

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1.3 Research Questions:
1. How does viewing nudity in music videos affect the Malaysian youth's attitudes towards
sexuality?
2. What impact, positive or negative, does the nudity in music videos have on the minds of the
youth in Malaysia? (Psychological effects)
3. How does the portrayal of nudity in music videos affect the actions and behavior of the youth
in Malaysia? (Behavioral effects)
2.0 LITERATURE REVIEW
2.1 Annotated Bibliography:
1. Aubrey, JS, Hopper, KM & Mbure, WG 2011, ‘Check that body! The effects of sexually
objectifying music videos on college men's sexual beliefs’, Journal of Broadcasting &
Electronic Media, vol. 55, no. 5, pp. 360-379.
The authors examine the effects of sexual objectification of female artists in music videos on the
sexual beliefs of male undergraduates. Support for such a claim is documented via findings that
showed that participants who viewed music videos of highly objectified female artists reported
more adversarial sexual beliefs, more acceptance of interpersonal violence and at a level of
marginal significance, more negative attitudes about sexual harassment than participants
assigned to low-sexual objectifying music videos by the same female artists. However, the main
limitation of the study is lack of accounting for outside factors regarding their influence on

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college men’s adversarial sexual beliefs and sexual aggression-related attitudes. Therefore, while
the article is useful for analyzing how sexualization in music videos affects the thought patterns
of a certain demographic, further adjustment is needed to provide an observation from a greater
perspective, which is more pertinent to the research topic.
2. Bruno, A 2007, ‘Indecent exposure’, Billboard, vol. 119, no. 47, pp. 32-33.
The article discusses about the third-party music video aggregator NGTV on YouTube which
largely focuses on uncensored contents and the emerging fame of the music video channel
DMV, or “dirty music videos’’ which features music videos that contain nudity, drug references
and other inappropriate content. The article shows evidence on how the website became a tool
for leading recording labels to make profit as it airs videos that most of the other channels avoid.
Furthermore, it discusses how the young generation is contributing to its increasing popularity by
subscribing to them. The article also provides data and figures showing the increasing rate of
popularity NGTV has gained since the day it was launched. Therefore, it is useful to the research
as it shows the inclination of the young generation towards music videos featuring contents like
nudity.
3. Duits, L & Van Zoonen, L 2011, ‘Coming to terms with sexualization’, European journal of
cultural studies, vol. 14, no. 5, pp. 495-499.
The article describes the impact of sexual music videos on the female viewers. The findings of
the researcher include the extent of difficulty girls face in coping with nudity and pornography in

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music videos. In particular, some of the findings show that girls feel awkward and
uncomfortable watching the videos and some are anxiously aware of their controversial status
and the probable impacts of watching these music videos. Furthermore, the article also focuses
on how little girls are feared to be growing up too fast and knowing too much owing to the
inappropriate content in the music videos. Finally, the researcher provides strong theoretical
evidence to back up the expressed critical and concerned opinions regarding the matter, and
tactics in particular are mentioned to accommodate with these images. Therefore, this article will
assist the research in exploring attitudes of young girls towards nudity in music videos along
with possible solutions to ease the perceived effects.
4. Levande, M 2008, ‘Women, pop music, and pornography’, Meridians: Feminism, Race,
Transnationalism, vol. 8, no. 1, pp. 293-321.
This article discusses the extent to which music videos have become progressively hyper-
sexualized and intensely pornographic, at the same time being a means of making money.
Support for these claims are given by showing how sexual content portrayed in music videos is
considered a market strategy by some companies such as Yahoo! And Time Warner, and that
record labels make deals with well-known merchandise companies to advertise their products,
regardless of how explicit and inappropriate they may be. Furthermore, the article highlights
how females in the industry usually try to parallel prostitution, stripping and pornography with
power, and that encourages them to perform nudity because it portrays them as powerful women,
as well as the growing social acceptance of nudity and the sexual freedom in music videos and
commercials. Theories are well supported with examples from commercials and popular artists,

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and various company statistics and expert opinions. Therefore, this article is relevant to the
research as explores the causes and effects of nudity in pop culture and the people behind it, and
how it became an influence in the mainstream.
5. Zhang, Y, Miller, LE & Harrison, K 2008, ‘The relationship between exposure to sexual
music videos and young adults' sexual attitudes’, Journal of Broadcasting & Electronic Media,
vol. 52, no. 3, pp. 368-386.
This article examines the relationship between exposure to sexual music videos and young
people's sexual attitudes. The main idea expressed is that exposure to more sexually explicit
music videos which feature nudity heavily can be associated with more permissive attitudes
toward premarital sex and stronger endorsement of the sexual double standard, regardless of
gender, overall television viewing, and previous sexual experience. The limitations of this
article, however, is that the sample size used in the study is too small and not diverse enough,
while the videos used were assumed to be sexually explicit, even if it may not have been so.
Regardless, this article is useful for the research topic as it deals with the effects the
sexualization of music videos has on human behavior.

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3.0 PROPOSED METHODOLOGY
3.1 Research Locale:
The location where the study will be conducted is Taylor's University Lakeside Campus, Subang
Jaya, Malaysia. It is a large and popular university with a multitude of faculties. Students ranging
from different faculties will be a part of the study and thus be able to provide a broad perspective
on the issue of nudity in music videos.
3.2 Respondents of the Study:
The target population for this research is the Malaysian youth. The sample frame for the study
comprises the youth who watch music videos on MTV & YouTube among other media channels.
There are two groups of respondents for the study owing to the two different research methods –
Focus Group and Experiment.
The sampling technique used for Focus Group is non-probability and method type is
purposive. The quota sample is also employed as 50% of males and 50% of females are selected
for each group. The sample size is 30 students from Taylor’s University, divided into three
groups of 10 individuals each (5 males and 5 females) for the sessions. The respondents are
selected on the criteria of age and exposure to music videos. The groups will be questioned and
discussion will be facilitated among them during the focus group sessions, held 4 days a week
and 2 hours per session. Visual equipment of an LCD screen will be used to preview excerpts of
different music videos to further the discussion.
The sampling technique used for Experiment is probability and method type is stratified,
with the sample size of 96 students from Taylor’s University. The respondents are organized by

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the schools in the university, and 6 students per school are randomly selected. Being picked from
across all 16 schools, these students provide a representative for the university. The respondents
will be divided into two groups of 48, each consisting of 24 males and 24 females for the
experiment which will be conducted 4 days a week in 2 hours per session. Visual equipment of
an LCD screen will be used to screen music videos containing nudity for the experimental
purpose.
3.3 Research Design:
Data for this research will be collected through two methods, research interviews and
experimental. For the research interviews method, the participants will be divided in groups and
given a number of questions related to the growing trend of nudity in music videos. They will be
interviewed, and allowed to present their opinions on the topic. Discussions will be encouraged
among the group members while previewing excerpts of music videos containing nudity, which
form the stimulus material, to understand their influence on the respondents’ attitudes and beliefs
towards sexuality. These sessions will be closely observed by the moderator, and will enable
acquiring information on their views regarding the topic.
For the experimental method, the respondents will be divided into two groups. Both
groups will be interrogated regarding the issue of nudity in music videos. Then, after the
screening of music videos for one group, both groups will be tested again on their psychological
and behavioral state in terms of nudity and sexuality. Their responses and reactions will be
contrasted. The moderator will closely monitor the experimental sessions along with the results
of both tests to determine any psychological or behavioral effects of nudity in music videos on
the respondents.

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3.4 Research Instrument/Method:
For the experimental method, the research instrument is ‘experiment’. The first part is the pre-
test in which both groups will be tested on the dependent variable which is their actions
(behavioral) and thought patterns (psychological) on nudity and sexuality. Then, the independent
variable will be introduced which is the music videos containing nudity like Wrecking Ball by
Miley Cyrus, Blurred Lines by Robin Thickie, and Bound 2 by Kanye West, by showing them to
the experimental group while the control group will not watch anything. The next part is the
post-test in which the experimental group will be tested through observation and interrogation
for any psychological or behavioral effects of the nudity in the videos, and contrasted with the
control group. This will aid in analyzing and interpreting whether the exposure to the nudity in
such videos has any effect on the thinking patterns and actions of the youth involved.
For the research interviews method, the research instrument is ‘focus group’. The
sessions will be conducted across three groups. Firstly, a screening questionnaire will be used to
invite those to participate who fit the criteria of age (16-22 years old) and exposure to music
videos. The respondents will be put in a university classroom with a moderator for open
discussions on the issue of nudity in music videos, where the interviews will be recorded and
excerpts of music videos containing nudity will be previewed as stimulus materials. The
moderator will introduce himself, create a warm environment, and ask questions to prompt the
discussion and facilitate the discussion when needed. To analyze and interpret the data, the
responses will be categorized into themes and sub-themes of opinions expressed during the
discussions, and later reported as summaries of findings.

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4.0 LIMITATION OF STUDY
Owing to the sensitivity of the topic, one of the major limitations this study poses is of
respondents not being open and honest when giving personal opinions. To overcome this
problem, the researchers and moderators need to spend more time with them to develop a sense
of trust and comfort. Another issue is that being a qualitative study with sample size from
Taylor’s University only, the study may not be entirely externally valid and may not be
generalized to the entire youth in Malaysia. To overcome the problem, a larger scale study can
be conducted and this qualitative study can be used as a pilot study for further in-depth research
on the subject.
5.0 CONCLUSION
If conducted, this research will prove beneficial to Malaysian society as it explores the effects of
the modern trend of showcasing nudity in music videos on the youth of the nation. It raises the
question of whether nudity as an art form is growing into a factor that stirs young adults’
attitudes towards sexuality and influences their actions and thought patterns regarding the
subject. Therefore, the research will spread awareness among the people of how media messages
of nudity, namely through music videos, are affecting the youth, and whether exposure to such
media messages should be monitored more closely.
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REFERENCES
Aubrey, JS, Hopper, KM & Mbure, WG 2011, ‘Check that body! The effects of sexually
objectifying music videos on college men's sexual beliefs’, Journal of Broadcasting &
Electronic Media, vol. 55, no. 5, pp. 360-379.
Bruno, A 2007, ‘Indecent exposure’, Billboard, vol. 119, no. 47, pp. 32-33.
Duits, L & Van Zoonen, L 2011, ‘Coming to terms with sexualization’, European journal of
cultural studies, vol. 14, no. 5, pp. 495-499.
Fernando, R 2010, ‘Do you want the truth or something beautiful? Critical reflection on music
videos at the start of the 21st century’, Master thesis, University of Oslo.
Levande, M 2008, ‘Women, pop music, and pornography’, Meridians: Feminism, Race,
Transnationalism, vol. 8, no. 1, pp. 293-321.
Zhang, Y, Miller, LE & Harrison, K 2008, ‘The relationship between exposure to sexual music
videos and young adults' sexual attitudes’, Journal of Broadcasting & Electronic Media, vol. 52,
no. 3, pp. 368-386.

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APPENDICES
Experiment:
Pre-test
1. How comfortable do you feel with the idea of nudity?
2. How comfortable do you think you are with your sexuality?
3. How would you associate music with sexuality?
4. Do you engage in sexual activity on a regular basis?
5. What is your overall perception towards nudity in music videos?
Post-test
1. How offensive or appealing did you find the music videos?
2. What kind of thoughts and feelings did you experience while watching the videos?
3. Did you find the music videos powerful? If so, how and why?
4. Do you think your sexual urge heightens upon watching nudity in music videos?
5. After watching the video, would you remember it for the audio or the visuals?
Focus Group:
Screener Questions
1. How old are you?
2. Do you watch music videos?
3. How many music videos do you watch on a daily basis?
4. Have you encountered any nudity content in music videos you have watched lately, if yes
which videos?

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Stimulus Materials
1. How often do you encounter nudity in music videos?
2. Have you watched the ‘Wrecking Ball’ music video by Miley Cyrus? If yes, what are
you opinions on it?
3. Is the portrayal of nudity in music videos appealing?
Moderator’s Discussion Guide
1. How does the recent trend of nudity in music videos itemize women?
2. What level of nudity would you find acceptable in music videos?
3. How does the nudity in music videos affect your views on sexuality?
4. Is it more entertaining to watch a music video that incorporates nudity as a form of
entertainment?