Mtv Research Paper
CHAPTER 1
THE PROBLEM, BACKGROUND AND RATIONALE
INTRODUCTION In our generation today, "music television or MTV" has gained considerable audience in the music and television industry. During the last two decades since its conception in 1981, MTV channel has dramatically increased its share of viewers. Before MTV, music was just for the ears, only to be heard it did not matter what the artists look like just as long as they sounded good. But the emergence of MTV changed the concept of "talent, to be "talented". First one must perform well, sound good and most importantly, look great. Nowadays, MTV has not just become part of TV programming. It has become the format of several TV stations and has become big business through music videos. …show more content…
Cultivation theory was developed by George Gerbner. Because television has become the main source of story telling in today's society, he studied the audience's life with television, its effects and the television viewers themselves. According to George Gerbner, Cultivation theory claims that television cultivates, or promotes, which a viewer nonetheless assumes reflects real life. And he and his colleagues stated that "Television is a centralized system of story telling Television cultivates from infancy the very predispositions and preferences that used to be acquired from other primary sources Television has become the primary common source of socialization and everyday information (mostly in the form of entertainment) of an otherwise heterogeneous population. (Wood, 1997, p. 291) Gerbner's assessments for those who watch television four hours or more a day are labeled "heavy television viewers", where in they are the ones who are experiencing "mean world syndrome". Mean World Syndrome is the belief that the world is a dangerous place, full of selfish, mean people who cannot be trusted and who are likely to harm us. By these, the researcher understands that it is us, the television viewers, who decide whether we are affected by media violence or not. Uses and Gratification
THE PROBLEM, BACKGROUND AND RATIONALE
INTRODUCTION In our generation today, "music television or MTV" has gained considerable audience in the music and television industry. During the last two decades since its conception in 1981, MTV channel has dramatically increased its share of viewers. Before MTV, music was just for the ears, only to be heard it did not matter what the artists look like just as long as they sounded good. But the emergence of MTV changed the concept of "talent, to be "talented". First one must perform well, sound good and most importantly, look great. Nowadays, MTV has not just become part of TV programming. It has become the format of several TV stations and has become big business through music videos. …show more content…
Cultivation theory was developed by George Gerbner. Because television has become the main source of story telling in today's society, he studied the audience's life with television, its effects and the television viewers themselves. According to George Gerbner, Cultivation theory claims that television cultivates, or promotes, which a viewer nonetheless assumes reflects real life. And he and his colleagues stated that "Television is a centralized system of story telling Television cultivates from infancy the very predispositions and preferences that used to be acquired from other primary sources Television has become the primary common source of socialization and everyday information (mostly in the form of entertainment) of an otherwise heterogeneous population. (Wood, 1997, p. 291) Gerbner's assessments for those who watch television four hours or more a day are labeled "heavy television viewers", where in they are the ones who are experiencing "mean world syndrome". Mean World Syndrome is the belief that the world is a dangerous place, full of selfish, mean people who cannot be trusted and who are likely to harm us. By these, the researcher understands that it is us, the television viewers, who decide whether we are affected by media violence or not. Uses and Gratification