Assignment
Readings topics like challenging MTV's dominant position in the music video marketplace (Holt), the US Federal Communications Commission, the government agency responsible for monitoring content on public airwaves, and a TEDTalk about providing electricity and Internet connections in locations where the infrastructure is fragile. These are all access issues.
Write a 400-500 word paper that addresses the following questions.
• How does the distribution mechanism control the issues addressed in the artifacts' content? Is some content not available through some distribution mechanisms like TV, smartphones, or locations?
• Determine who controls the distribution of your chosen popular culture elements. This might be commercial interests like the case of MTV, government interests, cultural restrictions, or infrastructure and device access.
• In what ways does the controller of distribution affect the shared experience of the audience and community? Keep in mind that a community may be local, regional, national, or global. Be specific in your discussion. Does distribution of content determine community? Can the US, or Russian, or Senegalese be part of the BBC's "Proms" community?
I want my MTV! Or do I?
Music Television (MTV) started broadcasting in 1981 and went on to change the music industry around the world. By the second year of broadcasting, "I want my MTV!" became the advertising campaign slogan.
This simple advertising hook articulated the channel's goal of a larger broadcast area but put it in the mouth of the intended viewer-a young rock and roll fan. People who did not have access to MTV but heard about it from friends or the media called their cable provider saying "I want my MTV." Well-known rock artists like Billy Idol, Madonna, Stevie Nicks, and Mick Jagger appeared in commercials saying "I want my MTV."
By 1985, the media conglomerate Viacom had bought the parent company of MTV and the programming moved away from 24/7 music videos to music pop culture news shows, and by the 1990s, reality shows like The Real World, 16 and Pregnant, Jersey Shore, and adult-themed animated shows like Beavis and Butt-head dominated the programming. Although the channel is still called MTV, it rarely shows music videos. The original sense of rebellion that MTV capitalized on had disappeared. The shared experience of being in the know, having seen the latest music video also disappeared.
Each summer, the United Kingdom shares a musical experience called the Proms. Started in 1895, the Proms (short for promenade concert) is a series of concerts that takes place across the U.K. and is broadcast on the taxpayer-supported BBC network. The Proms has become one of the largest shared experiences in the U.K., bringing the nation together over music. Sharing a musical experience can bring a community together, but first the community needs access.
To prepare for this Discussion, review this week's Learning Resources.
For this Discussion, your Instructor will either assign groups to threads or direct you to choose one thread from the choices listed this week. If you are directed to choose a thread on your own, follow these instructions: Each thread is limited to a maximum number of students based on class size. A thread will close if the limit is reached. If a thread is closed to new posters, select from the open threads.
Music Television (MTV) started broadcasting in 1981 and went on to change the music industry around the world. By the second year of broadcasting, "I want my MTV!" became the advertising campaign slogan.
This simple advertising hook articulated the channel's goal of a larger broadcast area but put it in the mouth of the intended viewer-a young rock and roll fan. People who did not have access to MTV but heard about it from friends or the media called their cable provider saying "I want my MTV." Well-known rock artists like Billy Idol, Madonna, Stevie Nicks, and Mick Jagger appeared in commercials saying "I want my MTV."
By 1985, the media conglomerate Viacom had bought the parent company of MTV and the programming moved away from 24/7 music videos to music pop culture news shows, and by the 1990s, reality shows like The Real World, 16 and Pregnant, Jersey Shore, and adult-themed animated shows like Beavis and Butt-head dominated the programming. Although the channel is still called MTV, it rarely shows music videos. The original sense of rebellion that MTV capitalized on had disappeared. The shared experience of being in the know, having seen the latest music video also disappeared.
Each summer, the United Kingdom shares a musical experience called the Proms. Started in 1895, the Proms (short for promenade concert) is a series of concerts that takes place across the U.K. and is broadcast on the taxpayer-supported BBC network. The Proms has become one of the largest shared experiences in the U.K., bringing the nation together over music. Sharing a musical experience can bring a community together, but first the community needs access.