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With a look at todays society one would notice many changes in the values of our emerging generation The United States has more malls than high schools and Americans spend more time shopping than readingQuindlen This growth of consumerism in our country must be attributed to something Since our generation arbitrarily titled generation Y is moving into adulthood we must look at what has influenced our adolescence and what is still influencing todays teens Through surveys it has been determined that MTV is the preferred channel amongst American teenagers averaging to almost 75 percent of the teen population claiming regular viewership Of this vast proportion most admit to watching MTV for up to fifteen hours a week These numbers alone makes one believe that MTV is the primary force finessing the desires of our youth But while MTVs existence is seemingly innocent its capitalistic self-interest has led way to a habit of fickle trendsetting and targeted marketing which is altering the way its young viewers see the world As we are seeing this evolution of values in our generation we can also see the evolution of MTV The 1980s gave birth to many society-altering events Yuppie greed Reagonomics and raised sexual ethics all shaped the way modern America thought and acted In this time of fundamental conservatism a new television network emerged with the hopes of bringing forth a new art form the music video This avant-garde medium of music television tested the limits of traditionalism by presenting videos from new wave acts such as Blondie and DEVO and hard rock bands such as Twisted Sister and Motley Crue MTV seemed like a revolution for underground artists A revolution which was untainted by the moral majority and the marketing dollar Crawford Fast-forward twenty years to the present MTV no longer airs the struggling independent artists but rather manufactured teen divas and polished boy bands This overload of uber-pop has morphed the innovative non-stop music channel
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