MTV
Everyone remembers Michael Jackson's red leather jacket covered with zippers and the sexy style of Madonna. MTV, or music television, nationally publicizes these images and entertainers, and others like them. The station also promotes an idealized teen lifestyle, reflecting the images of these famous artists, that contrasts with the realities of the Generation X lifestyle. While some view the station as "illustrated radio" or an entertainment network for viewers' pleasure, others more accurately assess it as an advertising enterprise that endorses products and promotes attitudes. The advertisements that are both hidden in videos and placed in regular slots, influence viewers. Whether or not MTV critics agree with these "messages" that the network sends out, it has become a huge franchise generating large profits and great popularity. During the 1980's, MTV grew from being strictly a music video station to an original, three-station network that became the choice of several generations of viewers and the advertisers who court them. MTV's entertainment, commercialism, and messages satisfy and influence many types of viewers, giving them a healthy sense of group identity. In 1981, MTV became one of the first stations to be
Many people including artists themselves also feel that videos make image more important than music itself. Music videos changed the image of music. A perfect example of this advertising scenario is Michael Jackson's "Beat It" video. "MTV Taking A Harder Look At Vids?" Billboard 18 Nov. A music video endorses many nonmaterial items, as well as material items. The chief operating officer of Warner-Amex Satellite Entertainment Company (WASEC) felt that there was "a body of young people being ignored," hence the company designed MTV (Denisoff 37). Videos increase an entertainer's popularity, thus promoting his/her record, producer, type of music, style of dance, and physical image. "MTV was dealing with the [record] labels, not the artists," states R. The newsletter included advertisements and information about new developments in the MTV Network.
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