Ourview
MTV
provides war coverage
MTV is not known for its intellectual cult
following like, say, the History Channel
or PBS is. One can expect a certain degree
of cheap, empty programming when tuning
in to the channel that was originally dedicated
to dummying down music.
These days, the dummy aspect still applies,
but the music aspect has altered dramatically.
Most of the programming consists of pop
stars or silicon enhanced super beauties
hosting Jerry Springer style dance contests.
As the ratings show, a demand for this type
of programming exists within our cable culture.
The fact that many MTV viewers ranked prospective
war with Iraq as one of their primary concerns,
along with drug abuse, comes as a surprise.
The concern over drug abuse is not going
prompt any nationwide sociological studies.
We already know that people bored enough
to indulge in MTV would need to find some
way to spice up the hours of super-glued
smiles and the “Real World.” There should
be a support group for MTV junkies, if there
isn’t already.
But war with Iraq? These people even know
where Iraq is? It is unclear whether we
should be proud of them or ashamed of our
country. We could be proud of them, but
that would be giving them too much credit
too quickly. Let us look at the facts.
MTV did a survey in which viewers ranked
the potential war as an important concern
of theirs, as it should be. But, they also
complained that despite the constant barrage
of newspaper, radio and television coverage
on Iraq vs. Bush, they feel “uninformed.”
Poor kids. Fox news must be just too much
of a challenge.
As a result, MTV will be dedicating precious
time to dealing with the issues of war.
We must give credit where credit is due.
MTV’s embrace of real issues outside of
the “Real World” is a step in the right
direction.
The station has already aired segments such
as “What’s Going On?” and “Who is Saddam?”
And people are tuning in - if they were
not, MTV would have ended the Iraq attention
without question.
Stephen Friedman, MTV’s vice president of
strategic partnerships and public affairs
said, “our audience is feeling like they’re
hearing all kinds of things but not getting
the answers they’re looking for. We saw
an opening to speak to them, and speak to
them directly about how this will affect
them.”
Who knows, maybe MTV will help to encourage
a nationwide revival of concerned and informed
youth. It is doubtful, but we wish them
luck. For now we must be satisfied with
the fact that kids have a desire to know
more and that MTV is willing to cash in
on that desire.
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