Essay 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”.
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Looking at videos of fully clothed men , singing about love while bleach-blond girls in bikinis dance around them can be quite confusing at times. Is it possible that these videos are actually daring to be so blatantly sexist? It is highly doubtful.

The people behind the Music Video industry have quite brilliantly built up an entirely new television and music empire, complete with it's own stars.
They have managed to use a form much like that of television commercials to glorify their products which are in this case the singers. There are those stars who are now known more for their videos than for their music. At times these video stars are not even close to being good singers but have such strong innovative videos that they manage to become successful without the possession of talent. These stars must be analyzed not only as people but also as industries. Their personas have been meticulously constructed and they have been promoted as well as a can of “Coca-Cola Classic”.

This brings us to the world of Madonna Veronica Louisa Ciconne Penn, or rather Madonna- the most powerful woman in the Music Video world. Madonna is the perfect object of analysis, if one wishes to look inside the MTV world. She is the subject of numerous discourses. There are both differing feminist constructions of Madonna as well as Madonna's constructions of herself.
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