The influence of sex and violence are one of the major concerns in music video research. Content analyses of music videos has found a high degree of videos containing sexual or violent content (Sherman & Dominick, 1986; Tapper, Thorson & Black, 1994). Further, it has been found that some genres like rap are more likely than other genres to contain sexual and violent content (Smith & Boyson, 2002). One effect of sex and violence that has been demonstrated is a desensitization effect. This effect refers to viewers who view a lot of violence or sex becoming less disturbed or aroused by it (Harris, 1999). Desensitization has primarily been demonstrated through attitudinal response. For example, Johnson, Jackson, and Gatto (1995) revealed that male adolescents who viewed violent rap music videos tended to more easily condone the use of violence as a means of social problem solving relative to their peers. Kalof (1995), demonstrated that viewing music videos that portrayed women in a sexually explicit nature led to greater acceptance of adversarial sexual beliefs. Further, Preston (2001) found that college students who viewed a lot of music videos perceived less sex and violence in music videos than students who very rarely viewed music videos. The purpose of this study is to examine whether desensitization to sex and violence in music videos is rooted in differential autonomic emotional reactions to the content on the part of heavy viewers compared to light viewers. Emotional processing of media content during exposure could form the basis for latter evaluative reactions to media messages. Research in Cognitive Neuroscience has demonstrated that emotion gets associated with memories formed during exposure to information in the environment (Ledoux, 2000). A dulling of emotional reaction to information could lead to less strong emotions associated with information in memory which in turn could lead to the attitudinal responses found by researchers studying desensitization to sex and violence. A first step to testing this explanation of the desensitization effect for music videos is to examine whether there is dulling of emotional response during exposure brought on by frequent viewing of music videos. Therefore, this study will test the following hypotheses: H1: Heavy viewers will be less aroused during exposure to violent music videos compared to light viewers. H2: Heavy viewers will experience less negative emotion during exposure to violent music videos compared to light viewers. H3: Heavy viewers will be less aroused during exposure to sexual music videos compared to light viewers. H4: Heavy viewers will experience less positive emotion during exposure to sexual music videos compared to light viewers. Method Independent Variables Violence Violence was conceptualized as the visual presentation of an act of physical aggression against another human. Violence was manipulated by showing participants videos that had been rated during pre-testing as having a high degree of violence and videos that had been rated as having very little violence. Sex Sex was conceptualized as the visual presentation of real or simulated physical activities associated with human sex acts. Sex was manipulated by showing participants videos that had been rated during pre-testing as having a high degree of sex and videos that had been rated as having very little sex. Dependent Variables Arousal Arousal was conceptualized as a dimension of emotion pertaining to how excited or calm a person feels (Lang, Bradley, Greenwald & Hamm, 1993). Skin conductance was measured by assessing participants’ skin conductance. Skin conductance was collected for a five second baseline period prior to each video and time-locked to exposure to the music videos. Emotional Valence Emotional valence was conceptualized as a dimension of emotion pertaining to how positive or negative a person feels (Lang, Bradley, Greenwald & Hamm, 1993). Emotional valence was measured using facial EMG. Specifically, facial muscle activity was measured in the Zygomatic (smile) and Corrugator (frown) muscles. Facial EMG data was collected for a five second baseline period prior to each video and time-locked to exposure to the music videos. Stimuli Music videos for this study were selected in a two stage process. First, the researchers selected 15 videos they believed were high in violence, high in sex and low in both sex and violence. The pool of videos were selected from the music video library of a campus cable television station. This station airs a locally produced weekly music video program so it receives music video service from all the major record labels. The 15 selected videos were pre-tested on 10 undergraduate students enrolled in a communication course. Pre-test participants rated the videos for how prevalent and explicit sex and violence was in each video. Ratings on prevalence and explicitness were collapsed to give each video a gross sex and violence score. Three videos that scored the highest on violence / low on sex, highest on sex / low on violence and lowest on both sex and violence were chosen as stimuli. The nine stimulus videos were edited into three random orders. Participants and Procedure Participants were 60 (30 heavy viewers, 30 light viewers) undergraduate students enrolled in a communication course at a large northwestern university. Prior to the experiment 125 students enrolled in the class completed a survey that measured how often they viewed music videos. Students who scored at the extremely high end of the scale (heavy viewers) and students who scored at the extremely low end of the scale (light viewers) were contacted and asked to participate in the experiment. Participants completed the study one at a time in a psychophysiology lab. Informed consent was obtained from each participant. Participants were prepped for the collection of physiological data and then given instructions for completing the self-report measures. Self-report measures of perceived sex and violence were obtained for a manipulation check and were asked to indicate if they had seen the video before to control for familiarity. Self-report measures also included attitude toward the video and the arousal and valence dimensions of the SAM scale. Participants were given the opportunity to ask questions and then were shown the videos. Participants completed self-report measures between each video and informed the researcher when they were ready for the next video. After completing self-report measures for the last video, participants were thanked and dismissed. References Harris, (1999). A Cognitive Psychology of Mass Communication. Mahwah, NJ: Lawrence Erlbaum Associates. Johnson, J. D., Jackson, L. A., & Gatto, L. (1995). Violence attitudes and deferred academic aspirations: Deleterious effects of exposure to rap music. Basic and Applied Social Psychology, 16, 27-41. Kalof, L. (1999). The effects of gender and music video imagery on sexual attitudes. Journal of Social Psychology, 139(3), 378-385...ASA-Lang, P.J., Greenwald, M., Bradley, M.M., & Hamm, A.O. (1993). Looking at pictures: Evaluative, facial, visceral, and behavioral responses. Psychophysiology, 30, 261-273. Ledoux, J. (2000). Cognitive-Emotional Interactions: Listen to the Brain. In R.D. Lane (Ed.) Cognitive Neuroscience of Emotion. pp. 129-155. New York: Oxford University Press. Sherman, B. L., & Dominick, J. R. (1986). Violence and sex in music videos: TV and rock ‘n’ roll. Journal of Communication, 36(1), 79-83. Smith, S. L. & Boyson, A. R. (2002). Violence in music videos: Examining the prevalence and context of physical aggression. Journal of Communication, 52(1), 61-83. Tapper, J., Thorson, E., & Black, D. (1994). Variations in music videos as a function of their musical genre. Journal of Broadcasting & Electronic Media, 38, 103-113. [ABSTRACT FROM AUTHOR]