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
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 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.
MTV galloped through the '80s as a factor of musical taste, style and fashion. During the early '80s, the network helped introduce an entire stable of new music stars.
The Middle Eastern has their own way of life. They are not as free as American culture.
their culture. Television over the years has molded the minds of its viewers – young and
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
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.
The creation of TV stations dedicated to music helped usher in the transformation of the way people enjoyed their favorite bands, singers, and songs. MTV became a place where anyone could potentially become the next star and it was a place where many stars who are still famous today got their first
As America headed into the 1980s, two decades of social and political upheaval have left the nation rattled and the economy weakened. The Iran hostage crisis shook America's confidence and many looked for a new kind of leader to steer the country into the new decade. Ronald Reagan led America into a new era of prosperity leaving the soul-searching of the 60s and 70s behind. The nation was ready to enjoy itself and with plenty of new toys to play like VCRs and video games, Americans spent more time at home and soon something called cable TV would make it even harder to leave the living room. With the new innovation of the TV, one of the ideas for a channel was a marriage between music and television. This new idea for a channel devoted to something called music videos would end up revolutionizing and often scandalizing an industry that had no choice but to embrace the fact that music in the 1980s had to have a face with videos. By having these music videos, they would change the way we look at music and the way we look at the world. This cutting- edge idea was a new medium perfectly suited to a new generation and that idea was called, MTV. This leads to the question: How did MTV influence pop culture of the 1980’s? This topic is worthy of investigation because the coming of MTV has had a significant impact on the way people see pop culture. Before researching the topic, the writer had limited knowledge on MTV and only knew about the music itself. In the paper, the writer was
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.
In fact, they are “the most maligned group” and invariably portrayed as villains or terrorists; he notes the pervasive power of film and the link between the movie industry and the government, quoting Valenti of the MPAA, “Washington and Hollywood share the same DNA” (Shaheen, Reel Bad Arabs: How Hollywood Vilifies a People, documentary 2006). So, whether it is a movie done through the US Dept. of Defense, like Rules of Engagement in 2000, talk programs like the Rush Limbaugh Show, evangelical broadcasts, or even Disney flicks like Aladdin in1992, the prevailing picture of Arabs is negative, exerting a powerful influence over the minds of Americans from children to the top echelons of the government. (Shaheen, Reel Bad Arabs: How Hollywood Vilifies a People 2001). What about the reverse image? How do Arabs see the United States of America? Is it as
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
Popular culture can be defined as “The knowledge of current or up-to-date events. It can refer to music, television, film, sports, and anything in the public domain.” (reference.com.n.d.). MTV operates globally and one may argue that MTV shapes their audience tastes however in present times the public has vast options and therefore can easily dictate by choosing the channel that best suits their tastes and wants. MTV’s power to adapt to change has worked to their advantage as they have been able to capture their target audience throughout their existence.
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
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