May concludes that Madonna is a contemporary " gesamtkunstwerk ",  and academic Sergio Fajardo labels her "a very powerful symbol ". Madonna has been become a cultural artifact. She also concluded that as fans, moral critics, media journalists, or university scholars, we mediate what Madonna means to our society. Authors in American Icons felt that "like Marilyn MonroeElvis Presley or Coca-ColaMadonna image is immediately recognizable around the world and instantly communicates many of the values of U.
Englis, Rutgers University It is notable that little has been written in the consumer research literature concerning music television. At the same time there has been much coverage in the popular press e. What is so striking about this disparity is that one pervasive theme in what has been written concerns the impact that music television might have on the marketing of products, as well as the music.
Music television has become a force which influences popular culture in ways that are important for consumer researchers to understand. It presents viewers with a new "televisual experience" Kaplan that includes among its elements real and surreal portrayals of the "personal style" of the icons of teen popular culture -- rock stars.
Thus, it has the potential to act as a consumer socializing agent especially for teenaged viewers. Holman and Michael R. Association for Consumer Research, Pages: Music television has also influenced advertising in several ways. Music videos are highly impactful and emotionally arousing; they provide a new viewing context within which consumers are exposed to advertising.
In addition, television commercials have in some instances adopted structural and executional elements from music television. Thus the recent development and enormous popularity of music television has the potential to influence consumers via its power to shape consumer culture and also through its influence on commercial structure and positioning.
The music television cable network MTV was launched in the summer ofand brought music videos to the cable television audience. MTV has rocked audiences ever since. The station was created when Robert Pittman, now executive vice president and chief operating officer of MTV Networks, came up with the idea of putting music videos on cable TV.
Music videos had already existed; they were primarily used as promotional tools for the sale of albums. Today, nine years later, music videos have evolved into an art form, selling more than just the music.
As a result, MTV has become an increasingly attractive medium for advertisers, especially those trying to reach the elusive teenage audience.
MTV targets audiences between the ages of twelve and thirty-four, with a median age of twenty-three; an age group which has proven highly elusive for other media.
Although music videos originated as promotional tools for record albums, the videos themselves present the viewer with far more than music: The purpose of this session was to present recent work concerning the influences of music television on the manner in which consumption messages are transmitted to and received by consumers.
Because of the potential power of music television to reach young consumers, and thereby socialize consumption behavior, it is a medium that demands more research attention. The issues currently being studied by consumer researchers include the structural properties of music television, the consumption messages embedded in music videos, the effects of music video elements in advertising, and the properties of music television as a viewing context.
Indeed, it is widely noted in the industry that a top hit in mainstream popular music is now unlikely without a music video as part of the promotional mix e. It is not surprising therefore that producers of music videos would initially borrow elements of executional style from television advertising e.
Indeed, Pry and Fry show that music videos are structurally very similar to television advertising, and that they also are related to televised drama.
Their analysis suggests that music videos are a hybrid of the two forms; not a "hard sell" as one might expect from television advertising and yet not a linear unfolding of a story line as one might expect from a typical television drama. This hybridization of form and content has blurred the boundary between the program and the commercial message.
Although the hybridization of styles may in part be due to the intentional borrowing of form early in the history of MTV, the crossover of style may have also been due the sharing of creative personnel between advertising, hollywood, and music television Pendleton It clearly was an approach that worked to the extent that music videos have themselves affected the structure of television commercials e.
In addition to the crossover of production personnel the stars of music videos are often featured in commercials that run on the network. The close relationship between the production of advertising and music videos is also exemplified by a Louise Mandrell video, which was financed by RC Cola in return for scenes of Louise sipping the product in the video.
Often both the structure and star of the television commercials seen on MTV are very similar to the videos. The viewer has a virtually seamless transition between intentional and unintentional consumption messages.
Adolescent Sexuality and Music Videos Brown Music television may function to socialize consumer behavior. The research conducted by Brown and her colleagues Brown and CampbellBrown, Campbell and Fischer suggests that socialization of adolescent sexuality may be influenced by music television.
The development of sexual identity has many components, several of which involve consumption. For example, young teenagers are highly motivated to acquire a "personal style": Elements of personal style include clothing and fashion, make-up and hair styling, as well as patterns of values and behavior.
In the development of adolescent sexuality, Brown has shown that viewing motivation varies between male and female adolescents and that the portrayal of male and female characters is markedly different and often includes highly stereotyped images Brown and Campbell ESSENCE MAKES A SPECIAL GIFT.
Share your love of ESSENCE with a gift subscription to the Magazine. MTV Germany and MTV France seem to be the most progressive of all the international channels, with more of an emphasis on artful European dance music, and .
“The MTV style” of quick cuts and whipsaw cameras—known among veteran film editors as “frame-fucking”—is now the de facto visual language of American culture, from Michael Bay summer. With member countries, staff from more than countries, and offices in over locations, the World Bank Group is a unique global partnership: five institutions working for sustainable solutions that reduce poverty and build shared prosperity in developing countries.
The Christian right organization American Family Association has also criticized MTV from perceptions of negative moral influence, describing MTV as promoting a "pro-sex, anti-family, pro-choice, drug culture".
Nov 06, · MTV's impact was immense during the s. It made artists like Madonna and Guns N' Roses into stars. But if you turn on MTV today, you'll have a hard time finding any videos at all.