This paper is about the Social Effects of MTV (Music Television) in Europe. I will try to give an overview about the development of MTV in the US more than 20 years ago and its effects on the European modern society, especially concerning globalisation, the intimidation of sexism and racism and the spread of capitalism and its impacts.
The headlines of the chapters are taken from popular music songs whose video clips were played on MTV.
1. Video Killed the Radio Star -The concept and developme nt of MTV
Music Television (MTV) was born on the 01. st of August 1981, at 12.01 AM EST. The delivery was broadcasted on 225 cable systems in the United Stats of America reaching 2.1 million households. The first host to be seen on the MTV screen was the former New York Radio DJ Mark Goodman 1 . He welcomed the audience with the song “Video Killed the Radio Star” by Buggles. The title of this first video clip was the war whoop that MTV cried out in order to start its march of victory through the global media and the purses of its young peer group.
Rock music had been around in America for 27 years until MTV was founded 2 . Now this music was not only audible anymore but became visible. MTV provided its recipients with video clips 24 hours a day, seven days a week. The channel shows approximately ten to twelve videos per hour 3 . Its announcers rarely mention the time of the day between the video clips and the flashy and glitzy music videos are only interrupted for commercials or one of the entertaining MTV shows as “Jackass”, “Beavis and Buthead” or the “MTV News”, which mainly report information about stars or entertaining business. MTVs “5 minute rule’ says that if a recipient does not like the actual video or music type, he or she can be sure that in 5 minutes something else will be on the screen.
Table of Contents
- I. Prologue
- 1. Video Killed the Radio Star - The concept and development of MTV
- 2. Remember to better think twice –Ethnic minorities and gender at MTV
- 3. Material Girl -MTV as a global marketing instrument
- 4. Money for nothing -Social effects of MTV in Europe
- Epilogue
- II. Prologue
Objectives and Key Themes
This paper aims to provide an overview of MTV's development and its social effects in Europe, focusing on globalization, sexism and racism, and the spread of capitalism. The analysis uses popular music song titles as chapter headings, reflecting MTV's cultural impact.
- The development and global reach of MTV
- Representation of ethnic minorities and gender on MTV
- MTV as a marketing instrument and its role in globalization
- The impact of MTV on social perceptions and norms
- The relationship between music videos, visual culture, and consumerism.
Chapter Summaries
1. Video Killed the Radio Star - The concept and development of MTV: This chapter details MTV's launch in 1981 and its rapid expansion. It explores the shift from audio-only rock music to the visual medium of music videos, highlighting MTV's 24/7 format and the "5-minute rule" designed to keep viewers engaged. Early research on the target audience is discussed, revealing an initial focus on affluent, white, young males. The chapter also covers MTV's increasing profitability and its global expansion across Europe and beyond, positioning it as a significant cultural phenomenon alongside CNN, enabled by advancements in video technology and the cable industry. The chapter emphasizes the revolutionary nature of MTV’s visual presentation of music, changing the way audiences consumed and interacted with their favorite artists.
2. Remember to better think twice -Ethnic minorities and gender at MTV: This chapter analyzes MTV's initial reluctance to feature Black artists and its eventual acceptance of diverse musical talent. It highlights the pivotal role of Michael Jackson's "Billie Jean" in forcing a shift in MTV's programming policy. The chapter further examines the representation of women and minorities in music videos, citing studies which suggest underrepresentation and the perpetuation of gender stereotypes. Women are frequently depicted as sex objects, while minorities are often confined to roles as dancers or entertainers. The chapter concludes by observing that despite improvements, racial and gender stereotypes persist, impacting how audiences perceive different demographics. The chapter's title ironically references Michael Jackson's song and highlights the channel’s need for reassessment of its initial biases.
Keywords
MTV, Music Television, Globalization, Gender Representation, Ethnic Minorities, Music Videos, Capitalism, Consumerism, Visual Culture, Global Media, Marketing, Stereotypes.
MTV: A Comprehensive Analysis - FAQ
What is the main focus of this paper?
This paper provides a comprehensive overview of MTV's development and its significant social impacts in Europe. It examines globalization, sexism and racism within MTV programming, and the channel's role in spreading capitalist ideals. The analysis uses popular music song titles as chapter headings, reflecting MTV's cultural influence.
What topics are covered in the Table of Contents?
The Table of Contents includes a Prologue, chapters on MTV's development, its representation of ethnic minorities and gender, its function as a global marketing tool, its social effects in Europe, and an Epilogue. The structure is divided into two sections, each beginning with a prologue.
What are the key themes explored in the paper?
Key themes include MTV's development and global reach; the representation (or lack thereof) of ethnic minorities and women on the channel; MTV's role as a powerful marketing instrument within the process of globalization; its impact on social perceptions and norms; and the complex relationship between music videos, visual culture, and consumerism.
What does Chapter 1 ("Video Killed the Radio Star") discuss?
Chapter 1 details MTV's launch in 1981, its rapid expansion, and the transition from audio-only rock music to the visual medium of music videos. It explores MTV's 24/7 format, its initial target audience (affluent, white, young males), its increasing profitability, and its global expansion, highlighting its cultural significance alongside CNN. The chapter also emphasizes the revolutionary impact of MTV’s visual presentation of music.
What is the main point of Chapter 2 ("Remember to Better Think Twice")?
Chapter 2 analyzes MTV's initial lack of diversity and its eventual inclusion of Black artists, focusing on the influence of Michael Jackson's "Billie Jean." It examines the representation of women and minorities in music videos, noting underrepresentation and the perpetuation of gender stereotypes. The chapter concludes that despite improvements, racial and gender biases continued to influence audience perceptions.
What keywords are associated with this analysis of MTV?
Keywords include MTV, Music Television, Globalization, Gender Representation, Ethnic Minorities, Music Videos, Capitalism, Consumerism, Visual Culture, Global Media, Marketing, and Stereotypes.
What is the overall purpose of using song titles as chapter headings?
The use of popular song titles as chapter headings serves to highlight MTV's pervasive cultural impact and to frame the analysis within the context of the music and visual culture that defined the channel's identity.
What kind of methodology is used in this analysis?
The analysis appears to be primarily based on a review of existing research and literature concerning MTV's history, impact and programming. It also uses examples from music videos to support its claims regarding representation and stereotypes.
For whom is this analysis intended?
The analysis is explicitly stated to be intended for academic use, supporting structured and professional thematic analysis.
- Quote paper
- Sarah Pust (Author), 2002, Sex, Ads & Rock 'n Roll - Some Social Effects of MTV in Europe, Munich, GRIN Verlag, https://www.hausarbeiten.de/document/24810
