An analysis of the responses I received form my survey into the R&B genre as part of my A2 Media Coursework, their artists and the consumption of music videos, broken down by gender.

1. Analysis of survey
results
For A2 Media Studies Research

2. Known R&B artists – Male responses vs.
female responses
0
1
2
3
4
5
6
7
8
Chris
Brown
Rhianna: Beyoncé: TLC: Taio
Cruz:
Labrinth: Alicia
Keys:
The
Weeknd:
Janet
Jackson:
Usher:
Known R&B artists (M)
0
2
4
6
8
10
12
Known R&B artists (F)
When we split these results based on the gender of the respondents, it can be seen that 11 of 23 females
said they knew of all the artists I listed on the form and the most known artist (not including the
respondents who selected the ‘all of them’ option) amongst them is Jason Derulo, followed by Alicia Keys
and The Weeknd. For the males, Rhianna, Beyoncé and Usher were chosen seven times, making them the
most known artists – the data shows that both male and female artists are identified amongst my
respondents.

3. Favourite R&B artists – Male responses
vs. female responses
0
0.5
1
1.5
2
2.5
3
3.5
Rihanna: Beyoncé: The Weeknd: JLS: Other: None:
Favourite R&B artist(s) (M)
0
2
4
6
8
10
12
14
16
18
Favourite R&B artist(s) (F)
Unlike the females, the ‘None’ option was put down by some of the male respondents (3 of them, to
be exact) and Beyoncé came out on top as the most chosen R&B artist, with 3 out of 7 choosing this
singer. Amongst the females, Rihanna was the most popular artist with 17 out of 27 respondents
choosing her and Beyoncé coming second, having been selected 13 times. What can be noticed here is
that the most popular artists that have been chosen are female and more widely known amongst 11-18
year old students (the focus group) rather than vocal groups and male artists.

4. How often R&B music videos are watched?
Male responses vs. female responses
0
1
2
3
4
5
6
7
8
Once a day Once a week Twice a week At least three
time a week
At least once a
month
Frequency of watching R&B music videos (M)
0
2
4
6
8
10
12
14
Once a day Once a week Twice a week At least three
time a week
At least once a
month
Never
Frequency of watching R&B music videos (F)
The data shows that females view R&B music videos more often than males – all 7 boys who I
issued the survey to said that they watched them at least once a month, while only 4 out of 23
females chose this option. Three times a week was the most popular selection, with 12 girls
choosing it, while the second most popular answer amongst this group was once a week, with 7
selections. Only one said they watched them once a day and two said they never watched them
at all.

5. How often R&B music is listened to – Male
respondents vs. female respondents
0
1
2
3
4
5
6
7
Once a day Once a week Twice a week At least three time
a week
At least once a
month
Frequency of listening to R&B music (M)
0
2
4
6
8
10
12
14
Once a day Once a week Twice a week At least three
time a week
At least once a
month
Never
Frequency of listening to R&B music (F)
6 out of 7 males said they listened to R&B music at least once a month, while 4 out of 23 females selected
the same option. One respondent from each group listened to this genre once a day – it can also be noted
that none of the males chose the once a week, twice a week or three times a week options, unlike the
females (they were marked 7, 1 and 12 times, respectively). Like the previous slide, the data shows us
that females are more active consumers of R&B music than males.

6. Expected features of R&B music videos –
Male responses vs. female responses
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
Typical feature(s) expected (M)
0
2
4
6
8
10
12
14
16
Typical feature(s) expected (F)
Both genders said they expected to see party scenes in an R&B music video (4 males, 15
females), making this feature the most popular, followed by the artist in the video and dance
sequences (also chosen by 4 males and selected by 11 and 14 females, respectively). One of
the males said that he would expect to see all the features listed on the form, while 3
females also answered with this same response.

7. Challenging expected features of R&B music
videos – Male responses vs. female responses
0
0.5
1
1.5
2
2.5
3
3.5
Fully
clothed
women
No artist in
video
No dance
sequences
No party
scenes
Countryside
setting
No story
being told
All of them Other
Challenging typical conventions (M)
0
2
4
6
8
10
12
14
Fully
clothed
women
No artist in
video
No dance
sequences
No party
scenes
Countryside
setting
No story
being told
All of them Other
Challenging typical conventions (F)
Unsurprisingly, the most popular response amongst the females for this question is fully clothed
women (13 out of 23), an answer that was selected by only 2 out of 7 males. I also received an
interesting comment by a female who said that ‘women do not have to be fully clothed in order
not to be objectified’ in the ‘Other’ space – I have interpreted this as saying that women can be
objectified through their body language, not necessarily through the way they dress.

8. Known technical aspects of music videos –
Male respondents vs. female respondents
0
0.5
1
1.5
2
2.5
Pace of editing Mise en scene Camera shots
and movement
Colour codes Narrative
structure
None
Known technical aspects (M)
0
2
4
6
8
10
12
14
16
18
Pace of editing Mise en scene Camera shots
and movement
Colour codes Narrative
structure
None
Known technical aspects (F)
More females know about camera shots and movement (16 out of 23) than males (1 out of 7), who
are more familiar with editing, colour codes and narrative structure (all chosen by 2 respondents).
Both groups have a respondent who did not know any of these aspects.

9. Expectations of R&B album contents – Male
respondents vs. female respondents
0
1
2
3
4
5
6
The artist's face The album's title Lyric booklet Poster All of the options Other
Expectations of R&B album contents (M)
0
2
4
6
8
10
12
14
16
18
The artist's
face
The album's
title
Lyric booklet Poster All of the
options
Other
Expectations of R&B album contents (F)
Both genders largely expect to see the artist’s face and album title on an R&B album (4 and 5 males
chose this, along with 16 females for each), which are not uncommon for this genre and albums in
general. One of the males and three of the females said they would expect to see all of the features
listed on the form, while more males than females (3 to 1) said they would expect to find a lyric
booklet, another fairly common album feature.

10. Ambition & Curiosity – Male respondents
vs. female respondents – Part 1
0
1
2
3
4
5
6
Yes No
Do you see yourself as ambitious? (M)
0
2
4
6
8
10
12
14
16
18
20
Yes No
Do you see yourself as ambitious? (F)
This question was asked to find out the psychographics (information based on aspirations, attitudes etc.
according to Google) in the students who completed my survey – used to see if they were ‘explorers’
and/or ‘aspirers’, two of the seven key ways in which we see ourselves (Young and Rubicam).
The majority of respondents in both groups saw themselves as ambitious (5 out of 7 boys, 19 out of 23
girls), which thus means they are aspirers.

11. Ambition & Curiosity – Male respondents
vs. female respondents – Part 2
0
1
2
3
4
5
6
7
8
Yes No
Do you see yourself as curious? (M)
0
5
10
15
20
25
Yes No
Do you see yourself as curious? (F)
This question on curiosity was designed to see if the respondents were ‘explorers’, another
of Young and Rubicam’s 7 key ways in which we see ourselves. All of the students who
completed this survey said they were curious, which means that they’re also explorers.

12. Where R&B album ads are usually seen – Male
respondents vs. female respondents
0
1
2
3
4
5
6
7
In magazines On billboards Online/On
the Internet
In
newspapers
All of the
options
Other None
Where R&B album ads are usually seen (M)
0
2
4
6
8
10
12
14
16
18
20
In magazines On billboards Online/On
the Internet
In
newspapers
All of the
options
Other None
Where R&B album ads are usually seen (F)
Most of the respondents chose the Internet/online as the place where they saw ads for R&B albums most
frequently (18 for girls, 6 for boys), followed by magazines (6 for girls, 3 for boys) and billboards (4 for girls,
2 for boys). The three students who selected ‘Other’ mentioned social media and TV, besides the
Internet/online.

13. Expectations of R&B album ads– Male
respondents vs. female respondents
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
The album
artwork
The artist The singles
that will be
included
Release date All of them Other
Typical expectations of R&B album ad (M)
0
2
4
6
8
10
12
14
The album
artwork
The artist The singles
that will be
included
Release date All of them Other
Typical expectations of R&B album ad (F)
14 of the female respondents chose the artist as a feature of an R&B album ad that
they would typically expect to find, followed by the album artwork (10) and the release
date (9). The artist and the release date were the two most popular responses amongst
the males, with 4 out of 7 choosing each option.