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The main question of the study is how music videos from the late 1990s construct 'youth'. Three parameters, essential to the way youth is produced, formed the framework: youth as a generation, youth as a psychosocial period and youth as a subculture. The main goal is to find out how the idea of youth 'works': how it is internally structured in music videos. The research is based on the assumption that music videos occupy a central position in the web of other mass media that are associated with youth as well. Music videos constitute a standard for the way particular music cultures are visualised under influence of the MTV aesthetics. Case studies focusing on videos from hip-hop, teen pop and electronic dance music. Musical genres constitute the most significant differences between music video styles in termes of performance style, setting, individual identities, group identities, stories etc.
