Following materialism, visual content categories of misogyny, violence, drugs, and alcohol were closely knit. Misogyny often appeared in the forms of subtle casting of women portrayed as objects in the background of rappers but for most instances, they weren’t shown in outrageously revealing clothing. But there was one music video from Jay Park titled “MOMMAE,” filmed in a club that featured continuous half-naked women dancing, drinking, and vaping. Filmed in 2015, the video accumulated 29.6 million views and included a 19-year-old age restriction.

 

Violence followed closely behind misogyny but typically involved aggressive gestures. Guns were sparingly featured and if they were, guns would appear in the backgrounds in short, brief cuts. Stone Music Entertainment’s “TIKI TAKA,” was the only video that involved a gun-related killing and death but it was framed in a military shooter video game simulation. Interestingly the video was restricted to 12 years old and above where more sexualized videos received higher age restrictions.

 

Drugs and alcohol were less prevalent in videos and there was only two instances of drugs. In BTS’ “Come Back Home,” there was a quick flash of prescription drugs and in Jay Park’s “You Know,” marijuana was seen being smoked by the rapper Okasian. Alcohol was common in a handful of videos especially liquor and beer. Displays of love, admiration, and emotions was the least dominant visual content among the videos coded. Although the lowest, there were six of the 28 videos coded on the visual display of love and relationship.