For my research, Icollected visual purpose sampling. I collected visual purposive samples of 22music videos which featured black women. “…The visual is central to thecultural construction of social life in contemporary western societies”(Gillian Rose 2001: p17).
Visual purposive sampling was the most appropriate tomy research as images provide a unique view to the world. My videos weretaken from three music sharing platforms; YouTube, MTV and BET (BlackEntertainment Television). I believe these would be the platforms that wouldsupport my research the most as they are the most popular platforms whichpresent RnB and Hip-Hop Music videos. The analysis of my22 music videos was broken down into two stages; First, I coded the videosamples, and secondly, I completed the data gathering process of a textualanalysis.After selecting asample of my 22 music videos which I would be anaylsing, I then chose differentcategories for coding my images. These categories were created to categorisethemes and patterns within the 22 music videos. During the coding process, itis was important to keep my categories “apparently objective” (Slater 1998:236). As Rose notes (2001: 71) there 3 characteristic when coding images whichI aimed to follow in other to successfully code my images.
Firstly, they mustbe exhaustive; this means that everyvideo must be “covered” by one categorySecondly, thecategories must be exclusive; therefore, meaning they must not be an overlapwithin the videos and lastly the categories must be enlightening the videosmust be “a breakdown of imagery that will be analytically interesting andcoherent” (Slater 1998: 236). During the stage ofcontent analysis, I chose to code my images in the following categories; Didthe videos feature black women (rappers, models, video vixens, singers and anyother type of performers including background dancers); Did the performersidentify themselves to be of black ethnicity; the relationship between theseperformers and male characters in the video, occurrence of dance from thefemale performer, appearance of female sexual desire. These categorieswere frequently occurred amongst majority (if not all) of the music videos, Iidentified these categories as having key issues and themes in relation to myresearch question. When coding my videos, I aimed to make them “completelyunambiguous” (Rose 2001: 73). Rose argued that all coding categories must be”replicable”, she notes that “two different coders using the same codes producethe same results from the same set of images”.As part of my twostages of visual analysis, I conducted a textual analysis of my music videoscritically exploring the lyrics.
This is to identify whether there is arelation between the lyrics of these videos and the representation of black womenwithin music videos. When carrying outmy textual analyses I looked for 4 different …. Within the lyrics; first how dothe male artist assert their dominance towards women through lyrics; secondlyare women referred to through offensive terms (bitch, hoe, baby mama etc);thirdly how do women performers (rappers, singers) discuss the opposite genderand lastly, how often do the lyrics sexualise female body.