Mtv And The Madonna Phenomenon

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MTV and The Madonna Phenomenon

"Madonna's intuitive grasp on the televisual world in which we live- of the medium's possibilities for engaging spectators in diverse ways- that in part accounts for her success. She is the supreme television heroine." (E. Ann Kaplan
271)

"What are the main theories which we have studied so far and how have they affected how you view television?"-This is the question which this paper is supposed to answer. Obviously there is not enough time or space in which to discuss every theory which we have touched on. As a compromise I decided to write about a topic to which almost every theory that we have discussed can be applied: MTV and the “Madonna Phenomenon”.

As E. Ann Kaplan stated in her article on feminist criticism, Madonna is truly the ultimate television heroine. A discussion on contemporary popular culture and especially on media culture could never be complete without bringing up Madonna. She can be discussed in terms of feminism, ideology, hegemony and commercialism as seen in both Kaplan's as well as in John Fiske's article on
British Cultural Studies.

In order to properly explain how the “Madonna Phenomenon” has become such an important concept in media studies, one must look first at how influential MTV (music television) has become in the last decade. MTV addresses the “desires, fantasies, and anxieties” of young people(Kaplan 270) who have, like myself, grown up in a decade when all the traditional institutions and theories that were always respected, are being questioned. It has become the center of discussions of many young people who have grown up idolizing the figures shown on the network. MTV is a culture in itself. With it's own news, fashion and music programs it can easily be the considered the basis for the formation of thought of an entire generation.

The images depicted in music videos, of androgynous stars and situations have aided in rendering the clear line between the genders rather blurry. This makes MTV an important aspect in the study of post-modern theories. Videos are often quite abstract and it is hard to figure out their true meanings. Unlike other television programming, videos are usually not made up of clear parts or scenes which produce an easily identifiable and readable image...

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...nd in particular those in music videos) quite differently. I would see them,, as I had in the past as victims of the dominant ideology and the patriarchal society which we live in. Madonna proves that women can fight against the regulations which are forced onto women: that if they are sexual beings than they are nothing more than sex symbols, and that society determines how women are portrayed on television.

If I could go as far as to describe Madonna in one word it would be “ strong”. I not only enjoy her work but admire her ability to do what she feels like doing, even if she completely disregards society's definitions of decency.
She is one of the few women in history who has never asked others to accept or like what she does. To conclude I would like to quote Madonna herself in order to demonstrate her atypical way of thinking which has brought her such undeniable success:
“Poor is the man whose pleasures depend on the permission of another”
-Madonna “Justify my Love”

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