Sharks have been stigmatized on screen for decades, starting with the 1975 movie Jaws. Unlike Hollywood films, documentaries tend to portray sharks in their natural habitats. But new research indicates that documentaries may also fuel fear, thanks to the ominous background music that is often associated with shark footage.
In a series of experiments, researchers found that music indeed has the power to influence public perceptions of sharks. Participants who viewed footage of swimming sharks set to ominous background music ended up rating sharks more negatively than those who watched the same video set to uplifting music, or who watched the video with no music at all.
The study also looks at how public attitudes about sharks can affect efforts to save them, stating that negative public opinion and fear of sharks continues to hinder conservation efforts.
http://hbswk.hbs.edu/item/ominous-background-music-is-bad-for-sharks
Study: http://journals.plos.org/plosone/article?id=10.1371/journal.pone.0159279
In a series of experiments, researchers found that music indeed has the power to influence public perceptions of sharks. Participants who viewed footage of swimming sharks set to ominous background music ended up rating sharks more negatively than those who watched the same video set to uplifting music, or who watched the video with no music at all.
The study also looks at how public attitudes about sharks can affect efforts to save them, stating that negative public opinion and fear of sharks continues to hinder conservation efforts.
http://hbswk.hbs.edu/item/ominous-background-music-is-bad-for-sharks
Study: http://journals.plos.org/plosone/article?id=10.1371/journal.pone.0159279