Gutiérrez Almazor, MirenUbani Bazán, CristinaMoreno Cano, Antonia María2026-01-262026-01-262025-08-11Gutiérrez, M., Ubani, C., & Moreno Cano, A. (2025). The sexualization of women in music videos: impact on the perception of gender stereotypes in young people. Journal of Systems and Information Technology. https://doi.org/10.1108/JSIT-02-2025-00501328-726510.1108/JSIT-02-2025-0050https://hdl.handle.net/20.500.14454/4863Purpose This study aims to examine the immediate effects of exposure to sexualized music videos on young people’s perceptions of gender stereotypes. It addresses the growing concern about the sexualization of women in digital media, particularly on platforms such as YouTube, and investigates whether brief exposure to such content can temporarily shift attitudes toward gender roles. In addition, this study explores whether prior gender equality training or exposure to empowering music videos can mitigate these effects. Design/methodology/approach An experimental design was conducted with university students from two universities. Participants were divided into groups and shown either highly sexualized or empowering music videos. Their perceptions of gender stereotypes were measured before and after exposure using a simplified version of the Bem Sex-Role Inventory. Data were collected through pre- and post-exposure surveys and analyzed to capture immediate changes in attitudes. Findings The results show that even brief exposure to sexualized music videos can lead to short-term shifts in young people’s agreement with gender stereotypes. Both male and female participants reported changes in their perceptions of stereotypical attributes. Notably, prior gender equality training did not significantly reduce these effects, suggesting that existing educational interventions may be insufficient. This study also highlights the need to update standard measures of gender stereotypes to better reflect the nuanced forms of sexualization present in contemporary digital media. Research limitations/implications The study’s generalizability is limited by its focus on a relatively homogeneous sample of Western, educated young adults and the use of a narrow selection of music videos. The reliance on self-reported gender training and the absence of intersectional analysis further constrains the findings. Besides, the research captures only short-term perceptual changes, leaving long-term effects unexplored. Future research should adopt longitudinal, cross-cultural and intersectional approaches, and use more comprehensive measures of both gender stereotypes and training. Practical implications The findings underscore the necessity for improved content moderation strategies on digital platforms, such as YouTube, to limit the spread and impact of sexualized content. There is a call for the development of more advanced artificial intelligence models capable of detecting subtle forms of sexualization and gender bias, as well as for the implementation of personalized content filtering tools that empower users to control their exposure. Moreover, the results suggest that media literacy education should be strengthened and integrated into curricula to help young people critically assess and resist harmful stereotypes perpetuated by digital media. Social implications By revealing the immediate influence of sexualized media on gender stereotype perceptions, this study contributes to broader discussions about gender equity and the responsibilities of digital platforms in shaping cultural attitudes. The research highlights the urgency of fostering more inclusive and responsible content creation, as well as the importance of participatory and critical media practices among youth to counteract the normalization of gender stereotypes online. Originality/value This research provides novel empirical evidence on the short-term impact of sexualized music videos on gender stereotype perceptions among Generation Z university students in a digital context. By integrating theories of media effects, stereotype threat and social learning with contemporary concerns about algorithmic content recommendation and moderation, this study offers new insights into the mechanisms by which digital media shape gender attitudes and points toward innovative directions for intervention and regulation.eng© Emerald Publishing LimitedGenderImpactMusic videosSexualizationWomenjournal article2026-01-261758-8847