242053 Valiant Video Vixens: An Exploratory Examination of the Impact that Negative Portrayal of Women in Rap Videos Have on Black Males' Health

Tuesday, November 1, 2011

Nikia D. Braxton, MPH, CHES , Department of Behavioral Sciences and Health Education, Emory University Rollins School of Public Health, Atlanta, GA
Adannaa Oparanozie, MPH, CHES , Department of Behavioral Sciences and Health Education, Emory University, Atlanta, GA
Teaniese L. Davis, MPH , Rollins School of Public Health Department of Behavioral Sciences and Health Education, Emory University, Atlanta, GA
Ralph J. DiClemente, PhD , Rollins School of Public Health and Center for AIDS Research, Emory Univeristy, Atlanta, GA
Introduction: Rap music is often linked to Black male identity which may lead to increased themes of sexism and misogyny for women due to the presence of stereotypes in rap music videos. These images have powerful influences over how men view women and their ability to engage in healthy intimate relationships. Thus, we examined the association between low versus high levels of exposure to rap music videos that negatively portray Black women and health risk behaviors in young adult Black men.

Methods: Eighty males participated in a randomized control trial to evaluate an HIV/STD risk-reduction intervention for heterosexual Black men, ages 18-29 years, in Atlanta, GA. Exposure to videos negatively portraying Black women, sexual risk behaviors, condom use, sexual adventurism, depression, and alcohol use (AUDIT) were measured via ACASI prior to randomization.

Results: Using logistic regression analysis controlling for age, men who reported high levels of viewing of rap videos negatively portraying women, compared to low viewing, were 3.8 times more likely to be hazardous drinkers (p=0.029), 3.0 times more likely to be depressed (p=0.051), and 3.7 times more likely to have been incarcerated for more than a year (p=0.093).

Conclusion: Although rap music videos can be considered an art form to express frustrations and cynicism, it is also a conduit for portraying females in degrading and exploitative ways. The pattern of findings in this exploratory research indicates the need to develop health interventions for young Black males emphasizing responsible media exposure as a catalyst to prevent health risk behaviors.

Learning Areas:
Planning of health education strategies, interventions, and programs

Learning Objectives:
1.Examine the association between rap music video exposure and health risk behaviors of Black males. 2.Discuss the impact of watching videos with negative portrayals of Black women.

Keywords: Media Message, Male Health

Presenting author's disclosure statement:

Qualified on the content I am responsible for because: I am qualified to present because I am the director and lead health educator for programs that target African Americans such as HIV prevention, mental health and substance abuse prevention and treatment programs.
Any relevant financial relationships? No

I agree to comply with the American Public Health Association Conflict of Interest and Commercial Support Guidelines, and to disclose to the participants any off-label or experimental uses of a commercial product or service discussed in my presentation.