CONSUMPTION IMAGERY IN MUSIC TELEVISION - A BICULTURAL PERSPECTIVE

Although much has been written concerning music television in the popu lar press and in academic publications, there has been little empirica l research addressing the consumption imagery that accompanies the aes thetic elements of music videos. Given the potentially important role played by this medium in adolescent consumer socialization, this may b e a significant oversight This study examines the prevalence and natur e of consumption imagery in music television, with emphasis on the cov ariation of this imagery with different musical genres. We present dat a from the United States and Sweden-two cultures with very different h istories with music television. Implications are drawn for the sociali zing effects of music television in different cultures.