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MTV Everyone remembers Michael Jackson's red leather jacket covered with zippers and the sexy style of Madonna. MTV, or music television, nationally publicizes these images and entertainers, and others like them. The station also promotes an idealized teen lifestyle, reflecting the images of these famous artists, that contrasts with the realities of the Generation X lifestyle. While some view the station as "illustrated radio" or an entertainment network for viewers' pleasure, others more accurately assess it as an advertising enterprise that endorses products and promotes attitudes. The advertisements that are both hidden in videos and placed in regular slots, influence viewers. Whether or not MTV critics agree with these "messages" that the network sends out, it has become a huge franchise generating large profits and great popularity. During the 1980's, MTV grew from being strictly a music video station to an original, three-station network that became the choice of several generations of viewers and the advertisers who court them. MTV's entertainment, commercialism, and messages satisfy and influence many types of viewers, giving them a healthy sense of group identity. In 1981, MTV became one of the first stations to be able to appeal to such a populous audience as the twelve to twenty-four year old age group. The chief operating officer of Warner-Amex Satellite Entertainment Company (WASEC) felt that there was "a body of young people being ignored," hence the company designed MTV (Denisoff 37). Although at first success was unpredictable, the MTV network fought off competition by such competitors as the powerful Turner Broadcasting System (Daspin 20). "There isn't room for two or three services doing ... ... middle of paper ... ... Essence columnist Bonnie Allen says, "MTV made us look at the sound of music" (83). Works Cited Allen, Bonnie. "The 1980's." Essence Dec. 1989: 82-84. Daspin, Eileen. "Davis Horowitz: I Want My MTV." Management Review Oct. 1985: 19-20. Denisoff, R. Serge. Inside MTV. New Brunswick: Transaction Publishers, 1989. Dupler, Steven. "New MTV Prez: No Big Changes Planned At Channel." Billboard 27 May 1989: 55. Hamerlinck, John. "MTV and Morality." The Humanist Jan./Feb. 1995: 43. Hedegaard, Erik. "New MTV Channel Aims For Older Audience." Rolling Stone 11 Oct. 1984: 38. Newman, Melinda. "MTV Spreads The News." Billboard 18 Feb. 1989: 55. ---. "MTV Taking A Harder Look At Vids?" Billboard 18 Nov. 1989: 1+. Smith, Glenn. "'MTV Parlors' Popular In Taiwan." Billboard 16 Sep. 1989: 63. "Viacom Buys MTV." Fortune 30 Sep. 1985: 10-

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