Youth Culture R and Now, More Than a Word from Our Sponsor in 1991 the Major the Assault Continues in Other It Cites a Significant Terrestial Television Areas As Well
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D I s e 2 s newsletter c u 0 e e 1 m 0 3 b 7 e Youth Culture r And Now, More Than a Word from Our Sponsor In 1991 the major The assault continues in other It cites a significant terrestial television areas as well. In July of 2010 the increase in both the channels battered U.S. Second Circuit Court of instances and the you, the viewing Appeals stripped the Federal harshness of the audience, during Communications Commission of profanity used. prime time, for authority to enforce certain The use of the bleeped or muted over thirteen minutes per hour, broadcast decency laws, f-word increased from 11 advertising commercial products specifically, those dealing with instances to 276 comparing 2005 and their own upcoming shows. “fleeting expletives.” and 2010. That is a 2,409% By the beginning of 2000, ABC, According to a recently released increase. The s-word increased CBS, NBC, and FOX all reported study by the Parents Television 763%. more than 16 1/2 minutes of Council, we are being assaulted by Fox, commonly considered the commercials per hour. increased use of both the f-bomb most conservative of and the s- bomb as well. By 2009 the same channels the major networks, bombarded The study compares the broadcast showed the their viewers networks' first two weeks of prime greatest per-hour for 24 minutes time programming from the increase in use of each hour. autumn of 2005 with that in 2010. vulgarity. Chuck Lorre, the producer of the sitcoms Two and a possible. I have vowed to eliminate all [the kinds of Half Men and The Big Bang Theory finishes each show jokes] that have caused you and your colleagues at with a “vanity card“ – a personal, on-screen note broadcast standards so much distress. intended to be humorus and often a bit cutting. The His joke types, listed on screen, included most repro- vanity card at the end of the 2010 autumn premiere of th ductive organs, bodily fluids and forms of sexual Two and a Half Men (Sept. 20 at 9:00 p.m. EDT) was a impurity. He finishes his sarcasm by asking for their pointed slam at those who had sued FOX about the use comments on the night's show. It was about Jake having of expletives. Tongue in cheek, he wrote... a ménage a trois, Charlie drinking himself to death and Please know that I am committed to making season Alan having a one night stand with the drug-addled eight of Two and a Half Men as easy for you as mother of his best friend. MTV's year-to-date ratings are up 14% from TheThe HistoryHistory ofof YouthYouth Culture:Culture: MTVMTV a year earlier. It's third- MTV was born August 1, 1981 with the words, As music migrated to the palm of teens' hands quarter ratings for the “Ladies and Gentleman…rock and roll,” and the (iPods, MP3 players and cell phones) MTV 12-34 age group video clip, Video Killed the Radio Star, by the changed its focus to shows like Beavis and jumped 30% from a Butthead, Jackass, Pimp My Ride, The Buggles. MTV streamed free promo videos – year earlier. The jump is Osbournes, and America's Next Top Model. given to them by music companies. at least partly due to These shows have shaped the lives of teens The total number of cable subscriptions tripled over MTV's nearly 30-year history. MTV saw it MTV's wildly popular between 1980 and 1987. The growing audience had the power to impact every part of teenagers' Jersey Shore and Teen Mom. made niche programming possible. Food, lives, not just their music habits. Today's reality history, golf, sci-fi, weather, sports and movie Jersey Shore is another fake-reality television series that series are carefully edited to show youth what channels proliferated. MTV was the first to target follows eight vodka-soaked housemates and their summer, they should be thinking and how they should be teenagers and gained 2.1 million subscribing sexual hook-ups. Last year it averaged 6.7 million viewers and acting in every situation they encounter. households by the end of the year. The channel out-ranked became a youth market goldmine. MTV’s hold on youth reached new heights in NBC. It begins 2010 with their annual VMA (Video Music season three MTV began by Cable Television Awards). The VMA’s drew nearly 11 million 60 playing music in January. Subscriptions in Millions viewers, which is almost half the number of teens videos 24 hours 50 living in the US. Teen Mom is per day. Today, also a reality As noted in previous articles, major shifts in the 40 it plays less than show, in this power of youth culture often come with new or three hours of case with real 30 them per day. more affordable technology. MTV is one organization that has ridden the wave of change teen moms. It 20 Other rock better than most. It anticipated the huge upturn in premiered on music channels cable subscriptions. It read the shift to cell December 8, 10 have died but phones and texting before everyone else. It 2009, and MTV keeps on understood how youth social networking has chronicles the 0 keeping on. changed from “live” to “assisted by technology” lives of four teen moms as they navigate their first year of 1979 1983 1987 How do they do and it continues to ride the wave. motherhood. Although the show does not advocate teenage 1977 1981 1985 it? To predict what will happen next in the youth motherhood, its impact is predictable. Teens will imitate what MTV has had an incredible knack for knowing world you could keep an eye on what adult they see, not what they are told. what teens find fascinating. For example, when technology will soon become inexpensive MTV has become the first and only network to receive an cell phone prices dropped and became afford- enough to make its way into the hands of youth "excellent" rating on the Network Responsibility Inde x able for teens, MTV was there with a nation- or you could ask MTV. That's what youth published by the Gay & Lesbian Alliance Against Defamation. wide, call in, request show, TRL (Total Request marketers do. Live). The show had thousands calling and ~ Patrick Quillan Of MTV's original prime time programming, 42% included texting, asking to see their favorite music videos. Kairos Staff Lesbian, Gay, Bisexual and Transgendered characters. MTV also began the Video Music Awards in MTV is the number one rated cable channel among teenagers 1984 – ensuring their control of the medium. Write to us at: in the U.S. [email protected].