Mtv as a Symbol of Globalisation

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MTV as a symbol of globalization "Ladies and gentlemen, rock and roll!" MTV, August 1, 1981, at 12:01 a.m. Have you ever heard such an expression as “MTV Generation”? What does it mean and can we find any positive sense in it? In essence, this generation was growing together with the fast development of television and Internet. Hence people in the whole world were influenced by new channels, new programmes, and new websites. It would be hard for anyone to dispute the fact that MTV has affected the society of the whole world both favourably and adversely. To begin with, “MTV Generation” is an informal term that appeared several years after MTV exploded into American homes. This American channel, undoubtedly, changed the entertainment and media industries forever. First of all, VNV created an all music channel directed chiefly towards teenagers and young adults. Meanwhile, the channel turned into the spoiled child of the advertising industry. And finally, it turned into a huge network with varied programmes and music videos for all tastes. On the one hand, MTV has influenced every pop culture trend. You could even say that MTV is pop culture. To my mind, it is a real symbol of globalization. This network effected youth worldwide. “You're watching MTV, the cool, brainwashing station that hides behind a slick image. We're so cool that we decide what's cool!” This phrase was said in one of the new offspring of MTV and its influence on the young mind was really drastic. It always gathers the young generation in front of the screens and their minds really believe: everything they hear and see is really cool and stylish. One of the good things MTV has done is serve as the voice of young in today’s society. Nevertheless, we can also trace the harmful role of MTV in the process of globalization. The MTV Network spoiled young minds and made them rather coarse,

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