Case Analysis: MTV Arabic
Introduction:
Music Television or MTV is the pioneer of the concept of a cable music channel. It started in 1981 in United States. This was a mark of the commencement of the cable TV revolution in the history. The primary audience for MTV is those in the 12 to 24 age group. Later on, MTV launched many sister channel, this includes VH1 (video hit one) which shows light popular music, Rhythm and blues which shows R&B, jazz, classics and country music, and lastly Nickelodeon which is the children channel. By 1987 MTVN began its first expansion outside of the United States. The first target for MTV was the European countries. Then they have a further expansion set out to Australia, Latin America and Asia. By
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Middle Eastern people are very conservative while MTV tend to be the voice of liberation for the younger generation and it is very liberal in itself. Second, there is a huge anti American sentiments prevalent among a large group of population in Middle East. Political and religious issues are difficult to overcome for both parties. Lastly, Middle East region is very rich in its cultures. Many things might be acceptable in some countries while others cannot stand a sight of it. MTV has to find a right balance for the every sub cultural group in the Middle East.
Cultural differences between MTV and Arabs
MTV is coming from the western world and it is well known for airing explicit sexually, open and provocative programs. MTV is very open and it carries an image of western pop culture along with it. As far as everyone may have noticed, Arab people are one of the most conservative people in the world today. Some Arab females are wearing clothed mask to conceal themselves, they are not suppose to show any part of their body to strangers. Family is highly value for the Arab, the head of the family has ultimate authorization in everything that is going on in the family. MTV value individualism and encourage people to speak and stand up for themselves. This image went contrary to the socially conservative culture of the Middle East, and it could be a key bottleneck to the channel’s acceptance in Arab Region.
Anti – American segment
United States is the
The Middle Eastern has their own way of life. They are not as free as American culture.
Rock and roll has largely impacted the music industry. The 60’s were the era of feel good music while the 70’s created the disco era. The 80’s called for something new and crazy all together, it was completely different and more complex from the past decades of rock and roll. The 80’s brought visual aspects to music. As a result, MTV aired the first music video ever made on August 1, 1981 which “killed the radio star”. This music video created a new trend for current musical artists and upcoming artists, it created a way for artists to express the meaning of the song. Music videos made radios an accessory mainly used for cars. MTV created a place where unknown and small time artists could become a household name. Some of these artists include
MTV, formally known as Music Television, is one of the most viewed networks on television today. Roughly thirty-three years old, it has changed the American culture drastically in more than just one way. Specifically targeting teens and young adults, the MTV network provides all of the most up to date gossip on celebrities, highlights the latest fashion trends, promotes versified lifestyles, and defines the music industry of our generation. However, this so-called “idolized network” has not always been this way. The American culture has been affected by MTV through the creation of the network, the transformation from simply just music television to inappropriate reality shows, and the promotion of inappropriate content.
their culture. Television over the years has molded the minds of its viewers – young and
Hollywood pollutes our mind and defines evil for us. In various forms of media such as film and televsion, the Arab community are generally portrayed as villains through stereotypes. Hollywood provides people with a negative image of Arab people and Mythical Arab Land. However comedy is a solution that smashes these stereotypes and seeks to explore the true identity of the the Arab community.
One popular aspect of music was born in 1982 and had forever changed the look of music and the 1980s as a whole, and that is Music Television, now a days know as MTV. What once started off as a 30 minute television show on Nickelodeon called “Pop Clips” turned into a multi-million dollar network. The show had influenced the youth of the1980s and pop culture in general, showing clips of popular songs that were seen as vulgar, and explicit. Teenagers loved it, while parents despised it. MTV also showcased rising singers and bands, and made them the musical icons of their time, such as Madonna and Michael Jackson.
MTV was first to establish principles of popular culture. MTV became an iconic presence in popular culture, inspiring visual media culture. Over the years, MTV has played a major role on popular culture on a global scale. MTV has advanced in becoming a leading style of popular culture for younger generations. MTV and its culture has spread world-wide resulting in MTV’s expansion into different channels and countries such as MTV China, MTV Canada, MTV India, etc. however, all the channels belong to one mass media source: MTV.
One of the biggest challenges for MTV was the controversial content that it is used to show on their normal channel and regarding this the main difference they had to adapt. The sexuality, use of alcohol, politic criticism and religion criticism are some of the main characteristics of MTV on other countries that are not as conservative as Arabs. With these characteristics MTV has achieved success through the Western hemisphere, be- cause the black humor they use is normal among the youngsters and instead of feeling sensible with these, they see it in a humorous way. But, in the Arab community they still conserve the traditional values supported by their culture. In an effort to adopt the strategy of “Think Globally, Act Locally” MTVN (Music Television Networks) executives made it a point to learn the cultures and make shows that relate to the cultures as op- pose to exporting the American culture. In order to achieve this goal the channel adopted a decentralized
After several incidents that happened around the world, peoples view on Arabs changed. The media played a big role in “the stereotyping of Arabs”. It is one of the main reasons for people to think the way they are about Arabs. Many
The misrepresentation of minorities is frequent in Hollywood films and Arabs are one of the many minority groups Hollywood misrepresent. Arabs are portrayed negatively in films for long time even before 9/11. The Arabs characters are portrayed with always having accent, wearing traditional attire, untrustworthy, aggressive and almost always associated with terrorism. The continuously falsification could lead to stereotypes, misjudgment, and damage to Arabic culture.
Mtv also made way for many music shows. Because of its recognition, more music videos were being played by other stations. Some of these were HBO’s Video Jukebox, WTBS aired Night Tracks, ABC came out with ABC Rocks and VH1 got its start.
The region of the Middle East and its inhabitants have always been a wonder to the Europeans, dating back to the years before the advent of Islam and the years following the Arab conquest. Today, the Islamic world spreads from the corners of the Philippines to the far edges of Spain and Central Africa. Various cultures have adopted the Islamic faith, and this blending of many different cultures has strengthened the universal Islamic culture. The religion of Islam has provided a new meaning to the lives of many people around the world. In the Islamic world, the religion defines and enriches culture and as a result the culture gives meaning to the individual. Islam is not only a religion, it is in its own way a culture. It may be this very
One of the most famous announcers in Kuwait T.V. and radio is Fatimah Hussein. Fatimah Hussein Al-Essa Al-Qanaie, born in Kuwait 1937, completed her Secondary School Education in Kuwait and was granted a scholarship by Government to study abroad in the University. She was the first woman who was allowed to study out
Satellite TV move to the way that affects culture. Most of the TV programs now days are received to the whole world; people can have the access to all of theses programs at the same time, and they can see all the same news and
Comes from a family of 4-Has a younger brother named Hector, 14 years old, whom Reyna established a very good connection with only a year and a half prior, after their youngest sister named Karlee, who was only 2, died of meningitis. Has an older sister named Hannah, 23 years old, currently working with the San Diego Police.