Duality of MTV 0001

Postmodernisms critiques of MTV focuses on the disruptive and segmented nature of the visually edited and energetic MTV, as theorized by Andrew Goodwin in Dancing in the Distraction Factory. Within this medium, a duality exists in both creating cultural hegemony, perpetrated by corporate dictatorship, alongside a forum for cultural pastiche and expressions of cultural rebellion and independence. That which is outside of the consensual mainstream created by the efforts of hierarchical systems put in place by dominant groups of society is the critical expression, all other forms of communication are part and parcel of the, what Dr. Strangelove calls the empire of mind, or persuasive social control exerted through communication efforts of large, powerful and symbolically capitalistic organizations. In the case of mtv, the organization found its roots in the corporate strategy of advertising and promotion, serving as a tool for corporate agendas and music publishing companies to promote their artists. This usage can be explained with the use/exchange value system established by Marx. In relation to MTV, the videos began to serve the purpose of exchange values and usable commodities for capitalistic gain.

Author: mattygolightly
Keywords: MTV critique Dr. Michael Strangelove Andrew Goodwin Pop culture
Added: February 24, 2009