Staff Editorial
Daily Forty-Niner (California State U.-Long Beach)
(U-WIRE) LONG BEACH, Calif. -- MTV is not known for its intellectual cult following like, say, the History Channel or PBS is. One can expect a certain degree of cheap, empty programming when tuning in to the channel that was originally dedicated to dummying down music.
These days, the dummy aspect still applies, but the music aspect has altered dramatically. Most of the programming consists of pop stars or silicon enhanced super beauties hosting Jerry Springer style dance contests. As the ratings show, a demand for this type of programming exists within our cable culture.
The fact that many MTV viewers ranked prospective war with Iraq as one of their primary concerns, along with drug abuse, comes as a surprise. The concern over drug abuse is not going to prompt any nationwide sociological studies. We already know that people bored enough to indulge in MTV would need to find some way to spice up the hours of super-glued smiles and the "Real World." There should be a support group for MTV junkies, if there isn't already.
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But war with Iraq? These people even know where Iraq is? It is unclear whether we should be proud of them or ashamed of our country. We could be proud of them, but that would be giving them too much credit too quickly.
Let us look at the facts.
MTV did a survey in which viewers ranked the potential war as an important concern of theirs, as it should be. But, they also complained that despite the constant barrage of newspaper, radio and television coverage on Iraq vs. Bush, they feel "uninformed." Poor kids. Fox news must be just too much of a challenge.
As a result, MTV will be dedicating precious time to dealing with the issues of war. We must give credit where credit is due. MTV's embrace of real issues outside of the "Real World" is a step in the right direction.
The station has already aired segments such as "What's Going On?" and "Who is Saddam?" And people are tuning in -- if they were not, MTV would have ended the Iraq attention without question.
Stephen Friedman, MTV's vice president of strategic partnerships and public affairs said, "our audience is feeling like they're hearing all kinds of things but not getting the answers they're looking for. We saw an opening to speak to them and speak to them directly about how this will affect them."
Who knows, maybe MTV will help to encourage a nationwide revival of concerned and informed youth. It is doubtful, but we wish them luck.
For now we must be satisfied with the fact that kids have a desire to know more and that MTV is willing to cash in.
