MTV Culture And The Impact On Youths.

MTV music culture background, and impact on youths.

•  Music videos are made to promote and advertise the artist. The audience can either identify the artist or relate to the artist, boosting popularity. This is often achieved through the content, Form, Style or marketing (poster, YouTube, Music videos, CD covers, Talk shows, Radio) of the artist.

• Music videos has become more than just videos. It’s meant to sell a particular brand which can be lifestyle or motto, for example Drake, a famous rapper has a brand called YOLO (you only live once) which has become a statement for the artist, and has been used as a logo to advertise the artist.
• Furthermore, with other musician, especially Hip pop culture and the portrayal of particular lifestyles that are glamorous (Wealth, Cars, Money, To be desired by women) and aspirational which makes the audience want to be like them, or achieve what they have achieved.
• They do this by face to face editing and flashy jewellery, cars and showcasing a lot of costume change from “trashy to flashy”. This is what MTV means to particular people.

• Music video are also used to create or establish a particular common ideology. MTV serves has a negotiate in the hegemonic process by amplifying and absorbing elements of oppositional culture.
•  Music videos mean more to MTV generation because of globalization which impacts the world (influences from different culture around the world in style, using instruments to create different sounds).

• Teenagers identity is created through what’s trendy, what they learn and what kind of person they want to be or aspire to be. It serves has a main source to learn or shape their gender, Age, Ethnicity. It allocates gender roles by showing what girls should be interested in  like there appearances by learning  to be sexy and glamorous and can also dictate what is attractive and what is unattractive.
• This is what MTV means to people or youths however, feminist say that music videos is very sexualised and it creates males gaze this is Laura Mulvey theory. 
• Feminist also believe it portrays one particular ideology of females being sexualised because white rich men dominate the music industry. However, Marxist says it benefits capitalist system because they believe it allows the men to go and work and therefore leads to an increase in profit.
•  Marxist also says we live in a profit based system. That’s why music videos is more about the music.This is what music videos means to particular groups in society.