MTV and the Globalization of Popular Culture

Abstract

MTV: Music Television, the US music channel, has expanded its operations globally, launching derivative services in other regions, including MTV Europe, MTV Asia and MTV Latino. This expansion raises concerns about US cultural influence abroad since MTV's programs mostly play American and British artists or local acts that mimic US music styles. The history, operations and programming of MTV's various international services are surveyed. MTV seeks to foster and exploit an international youth culture. The part cooperative, part contentious relationship between MTV and transnational record companies is explored. Finally, alternatives to MTV like Canada's Much Music are considered.