Although many researchers have demonstrated that music videos contain high levels of sexual connotation, none have specifically investigated music videos accessible to young children. This study analysed 405 individual music videos broadcast on Australian free-to-air television in time periods classified PG/G to identify the types and frequency of sexualised display. Results showed that these music videos contained relatively high levels of sexualised content, with particular genres and artists displaying higher levels of sexualised material. The findings indicate a need for a review of the current Australian classification system.

There are currently widespread concerns around the impact of media on children's healthy development. This study investigated whether music media influences young children's gender role and self-identity. Thirty-four Grade 1 children and 38 Grade 4 children participated in an experimental study to explore their attitudes towards their own and the opposite gender, their perspectives about gender- and self-presentation, and whether a one-off exposure to music videos influenced their views. Results showed that children demonstrated attitudes consistent with gender stereotypes seen in contemporary music media. The findings indicate a need for early intervention to help children develop healthy attitudes around gender role and self-identity.