Ominous music in shark videos makes people more negative about the fish

A new study suggests that the ominous background music often heard in shark documentaries correlates with viewers' fearful and negative opinions of sharks. (For the source of this musical cliche, see the 1975 trailer for Jaws above.) From the Scripps Institution of Oceanography researchers paper in the scientific journal PLOS One:

Using three experiments, we show that participants rated sharks more negatively and less positively after viewing a 60-second video clip of swimming sharks set to ominous background music, compared to participants who watched the same video clip set to uplifting background music, or silence. This finding was not an artifact of soundtrack alone because attitudes toward sharks did not differ among participants assigned to audio-only control treatments. This is the first study to demonstrate empirically that the connotative attributes of background music accompanying shark footage affect viewers attitudes toward sharks. Given that nature documentaries are often regarded as objective and authoritative sources of information, it is critical that documentary filmmakers and viewers are aware of how the soundtrack can affect the interpretation of the educational content.

"The Effect of Background Music in Shark Documentaries on Viewers' Perceptions of Sharks" (PLOS One via Dangerous Minds)