Justin Vernon, frontman of folk rock band Bon Iver, couldn't have been more right when he said "I don't mean to criticize. Anyone. Actually. Except for MTV. You [MTV] might have had a very large opportunity to stabilize yourself as a global presence of culture and art about 15 years ago and you screwed the pooch." The singer voiced this gem of a quotation in response to this year's MTV Music Awards, and we must say that we completely agree with this statement. MTV has always been on the cutting edge of what is hip and has stayed on top of the same demographic for the last 30 years because it continually pushes the envelope of what is acceptable in mainstream media for young people.
When MTV was created in 1981, the programming was overwhelmingly music based, which today seems like a wild concept for the channel that only plays music videos early in the morning or in short periods for special programs. Music was the edgy, rebellious, trendy subject that kept MTV current through the 1980s and ‘90s. As the first targeted generation got older and music videos started popping up on the Internet in the 2000s, MTV decided to change its programming to stay popular with the young demographic.
This is where it all went wrong. Nowadays, on MTV you are more likely to find a reality show about ‘roided up Jersey guys than one that involves music. Some of MTV's most popular programs include reality shows like "Real World" and "Jersey Shore," and scripted shows such as, "The Hard Times of RJ Berger" and "Skins." Every one of these shows has its own story line and purpose, but the thing that ties them all together is sex.
"The Real World" and its big-brother reality spin off "Jersey Shore"both capture audiences by throwing strangers into a situation without responsibility and an unlimited supply of alcohol and recording the results. Like any other reality show, the producers already know what they want to air before the show is even taped. The recent phenomenon "Jersey Shore" follows a group of guidos and guidettes through nights full of heavy drinking with the goal of bringing home an attractive, shallow young woman and men with obvious self esteem issues.
"The Hard Times of RJ Berger" follows a loveable idiot through the trials of high school. Not surprisingly, all of his trials seem to be centered around sex. For example, his main concern on his sixteenth birthday was not about a car, but rather if he would receive birthday sex from his girlfriend, so he could be like every other male at his school. MTV's careless portrayal of sex through these and other shows is relaying a message to America's youth that casual sex at a young age is more regular than it is an abnormality.
Sex in the media is a fact of life today. You can't even turn on the news without Paris Hilton showering herself with soapsuds and trying to sell you a Carl's Jr. Spicy BBQ Burger. But MTV isn't just selling sex; they are selling sex to 12-year-olds. The main demographic targeted by MTV is the 12-18 year-old market. 1.2 million viewers under the age of 18 saw the premiere of the controversial show "Skins," centered on teen drug use, alcohol abuse and sex. The Parent Television Council said "Skins" was "the most dangerous program for children that we have ever seen." It has since been cancelled because the content was so racy that advertisers pulled their support.
The sexually-driven "The Hard Times of RJ Berger" drew 2.6 million viewers and boasted the highest number of viewers in the 12-34-year-old demographic for an MTV premiere from 2008-2010. Young people don't work on a schedule, so there are more potential viewers under the age of 18 who could have watched reruns or online at mtv.com.
As people mature enough to make informed decisions about whether we want to sleep with one another, get high, or drink ourselves into oblivion, MTV isn't skewing our mental picture of reality. Many of us have younger siblings, mentees, or even children who are easily influenced by the messages relayed to them through various media outlets. MTV is unquestionably one of the major contributors when it comes to a young teenager's media intake. If MTV wanted, it could continue to stay ahead of the times and influence young teens without convincing them that sex, drug use and alcohol abuse are normal activities for individuals who can't even drive.
If young people are bombarded by MTV without any balancing influences such as a solid family life, faith background, or other source of mentoring, the only messages they will receive are ones that are unlikely to lead them to future success. So speak out to the people in your life who look up to you as a mentor. As a college student, just talking to middle and high schoolers can have a tremendous effect on their outlook and decision-making process when they are faced with tough choices.
It may come as a shock to those at MTV, but young people don't have to have drunken sexual encounters to be popular, and it isn't difficult for you to be the one to tell them that.
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