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MTV and THE MADONNA PHENOMENON Madonnas intuitive grasp on the televisual world in which we live- of the mediums 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 Kaplans as well as in John Fiskes 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 peopleKaplan 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 its own news fashion and music programs it can easily be the considered the basis for the formation of thought of an entire generation
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