Remember how taboo and controversial MTV used to be? Back in the day groups like the Moral Majority used the sex, drugs and rock and roll regularly appearing on Music Television to demonize youth culture and scare the bejeezus out of easily excitable parents. Hell, Madonnas "Like a Prayer" video caused a complete and total nationwide hissy fit, with its burning crosses, heaving bosoms and black Jesuses. Man, Madonna was hot back then. Mmmmm
Oops, sorry I digress. The death knell of MTVs rebellious reputation really rang in 1992. Candidates in the Democratic primary, still several years away from the proliferation of 24-hour news channels and desperate for any sort of national attention they could get, looked to MTV as a way to reach out to young voters .
Of course, no one used MTV to greater effect than Bill Clinton, who would later be derisively called the MTV President by conservative pundits and saxophone fans alike. After coming out of nowhere to win the Democratic nomination, Clinton was the first candidate from any party to go on MTV and field questions from viewers in an hour-long town hall style format. Fielding questions ranging from the hard-hitting (what are your opinions on abortion rights?) to the not-so-hard-hitting (Boxers or briefs?), it was a format that Clinton was born to take part in. After his eventual victory, many political scientists pointed to Clintons MTV appearances as a major factor in his electoral success.
For example, during the 1992 election, then-candidate Bill Clinton used both MTV to reach young Americans and the Arsenio Hall talk show to reach African-Americans in south-central Los Angeles and other areas. This was very effective, Professor Jenkins said.
"He had a chance to reach a percentage of the voters he couldn't reach during the evening news," he said. "After Clinton's appearance on MTV, America had the highest voter turnout for 18-to-24-year-olds since 18-year-olds could vote."
Thus, the formula to reach young voters ever since has been to visit MTV early and often. This holds true especially for Democrats, who dont have to worry as much about turning off stodgy old coots (who arent going to vote for them anyway) by appearing in such a skin and sin-friendly environment. Some Republicans, on the other hand, see it as beneath them. Frankly, who can blame them? This is the same network that brought us My Super Sweet 16. For that alone Id have reservations about appearing on the network and Im a liberal Democrat from San Francisco. And don't even get me started on subjecting us to Bam Margera. Assholes. Anyway, MTV ceased to become relevant 10 years ago, so theres no reason politicians need to keep bowing down at the Moonman altar, right?
Tell that to John Edwards. And Hillary Clinton. And Rudy Giuliani. And John McCain. And Chris Dodd. And Barack Obama. And Duncan Hunter (who actually is a presidential candidate too. Really, I looked him up!) They are among a total of 11 presidential candidates from both sides of the aisle who have signed up to participate in Presidential Candidate Dialogues with MTV. This being the internet age, MTV is co-sponsoring these Dialogues with that other twin tower of youth culture erosion: Myspace.com. Be afraid, people. Be very afraid.
MySpace, the countrys most trafficked website, and MTV, the leading global youth brand, today announced details of their first Presidential Candidate Dialogue featuring former Senator John Edwards (http://www.myspace.com/johnedwards). The inaugural event will take place on Thursday, September 27, at 12:00 pm ET on the University of New Hampshire campus an affiliate in mtvUs network of more than 750 colleges and universities and will be moderated by MTV News Correspondents SuChin Pak and Gideon Yago as well as WashingtonPost.com political reporter, Chris Cillizza. Industry-leading pollsters John McLaughlin and Geoffrey Garin will oversee the real-time polling data and audience questions being submitted via MySpaceIM and MTV.com. The kick-off event also marks the first Flektor application integration since its acquisition by Fox Interactive Media in May 2007.
Were providing Americas youth with unprecedented access to the top presidential candidates by empowering them to ask live questions and respond with real time polling tools, said co-founder and CEO of MySpace, Chris DeWolfe. The integration of Flektor will add a new dimension of rapid response and at-home engagement we cant wait to see it all happen live and unfiltered.
For the past 15 years, MTV and Choose or Lose has been the place where young people have gone to ask questions of the candidates and let their voices be heard, said Christina Norman, President of MTV. Through this exciting partnership with MySpace, we are taking the concept of engagement to a new level, allowing every single young person to participate in the Dialogues.
Yep, thats right. Tomorrow at noon EST, MySpace users will be able to see former Senator John Edwards grapple with questions they themselves submitted both prior to the event and live via instant messaging. I personally cannot wait to find out who Edwards plans on putting in his Top 8 should he get elected (I say Bill and Hillary yes, John Kerry no) and whether he would have sex with the candidate above him. Of course, there are also the pressing matters of how many illegal immigrants hell have on his friends list and whether hed like to see my grindcore/emo band, Tears Rusting My Skate Trucks, at Bubbas Crab House in Ypsilanti next Tuesday. Im stoked, dude, heres our flyer.
The candidates, however, may not be so stoked about the, uh interesting interactive voting system these Dialogues will employ.
For the first time, users at home or anywhere online are empowered to immediately respond to candidate discourse with a new online polling widget powered by Flektor. Online viewers on MySpace.com or MTV.com will be able to access a simple ratings meter to indicate their approval or disapproval of a candidates responses as they watch the Dialogue live with instant results displayed on the screen. A popular vote function will allow viewers to compare their opinions against those of the entire viewing community. Poll results will be available online live during each event and archived for future viewing.
Options for approval ratings include:
I agree
Well argued
Sincere/ authentic
All of the above
Options for disapproval ratings include:
I disagree
Full of bull
Scripted/ canned
All of the above
Should be an adventure. Id like to add the Full of bull rating as a friend!
The "Full of bull" rating should be the #1 friend for every candidate running...
I guess anything that lets candidates get their message out, interact with voters, and so on, is good. But with MTV and Myspace, there's a risk of dumbing everything down.
None of which changes the fact that I'm already tired of this election and the 18 nonentities running...
I have heard that John Kerry's security staff actually looked into being able to induce a lethal biofeedback loop in people who's questions they didn't care for, but were rebuffed by MySpace staffer and everyone's best friend Tom, who realised that this isn't Cyberpunk 2020 or Shadowrun.
I kind of like how this article starts out by talking about how adults demonized youth culture back in the 'glory days' of MTV, and it ends by belittling/'demonizing' youth culture now.
we3_pirate said:
I kind of like how this article starts out by talking about how adults demonized youth culture back in the 'glory days' of MTV, and it ends by belittling/'demonizing' youth culture now.
And on and on the cycle goes...
You know, on the one hand I think there's a huge difference between demonizing and belittling. I was certainly doing the latter and I'm not about to do the former.
On the other hand, you're absolutely right. But I'm totally OK with that. I have absolutely no problem being the old dude rolling my eyes at kids these days. None.
we3_pirate said:
I kind of like how this article starts out by talking about how adults demonized youth culture back in the 'glory days' of MTV, and it ends by belittling/'demonizing' youth culture now.
And on and on the cycle goes...
You know, on the one hand I think there's a huge difference between demonizing and belittling. I was certainly doing the latter and I'm not about to do the former.
On the other hand, you're absolutely right. But I'm totally OK with that. I have absolutely no problem being the old dude rolling my eyes at kids these days. None.
Subrosa said:
On the other hand, you're absolutely right. But I'm totally OK with that. I have absolutely no problem being the old dude rolling my eyes at kids these days. None.
Hear hear. It's not like there aren't other kids who hate myspace and MTV either. Young me (which wasn't that long ago, I like to tell myself) would have thought that this was stupid as well.
Subrosa said:
On the other hand, you're absolutely right. But I'm totally OK with that. I have absolutely no problem being the old dude rolling my eyes at kids these days. None.
Hear hear. It's not like there aren't other kids who hate myspace and MTV either. Young me (which wasn't that long ago, I like to tell myself) would have thought that this was stupid as well.
I guarantee you that 10 years ago I would have thought the "Full of Bull" tag updated in real time was the dumbest thing I'd ever heard of.
we3_pirate said:
I kind of like how this article starts out by talking about how adults demonized youth culture back in the 'glory days' of MTV, and it ends by belittling/'demonizing' youth culture now.
And on and on the cycle goes...
You know, on the one hand I think there's a huge difference between demonizing and belittling. I was certainly doing the latter and I'm not about to do the former.
On the other hand, you're absolutely right. But I'm totally OK with that. I have absolutely no problem being the old dude rolling my eyes at kids these days. None.
Okay, old man. Just as long as we've established that fact. Don't forget to take your meds.
In all honesty, though, you do have a point about the difference between demonizing and belittling. At least you're not saying there's an 'adolescent apocalypse' or writing books called "Battle Cry: Cry For a Generation".
Despite having the technology to give him a virtual thumbs-down, the online instant-polling tool showed that 90 percent of viewers liked what they saw of Edwards overall. And viewers soon will get a chance to have the same experience with other candidates. Democrats Sens. Hillary Rodham Clinton, Chris Dodd and Barack Obama and Republicans former New York Mayor Rudy Giuliani and Sens. Sam Brownback and John McCain are among those who have committed to following Edwards on the digital hot seat. He was the first candidate to respond to an invitation issued to all the campaigns, said MTV and MySpace representatives.
The online love Edwards received Thursday could be because younger viewers tend to skew more liberal and because the Edwards campaign has been at the forefront of embracing social media, said Peter Leyden, an analyst with the New Politics Institute, which studies new media and politics. Said Leyden: "I'd be curious to see the reaction some of the Republican guys get when they go on."
While Edwards' answers to questions ranging from Darfur to health care were consistent with what he has been discussing for months in other forums, an online tool created by a Los Angeles company called Flektor - which was recently purchased by MySpace - was the star Thursday.
When online viewers liked what Edwards said, they clicked on a response button that said he either "answered question," "understands reality" or has "good ideas." Those who didn't like his response could register that he had "dodged question," was "out of touch" or had the "wrong ideas." A color-coded pie chart - shades of green were good, shades of red were negative - instantaneously tracked the audience's responses in real time. It appeared on MySpace below the streaming program.
Edwards could see how the online audience was reacting to him in real time by peeking at a monitor offstage.
"So the pink line, you want as little of this as possible?" Edwards asked moderators early in the program, looking at the monitor. At another point, he prefaced his answer by telling the audience he didn't want them to think "I was dodging."
"That response is powerful," said Ian Rowe, MTV vice president for strategic partnerships who worked in the Bush White House. "I don't think (the positive response to Edwards) was a Democrat-Republican thing. I think it indicates that he changed his approach to answering the questions because of the feedback."
Viewers could also instant-message questions or responses to Edwards' comments. A team of graduate students fielded the responses for MTV/MySpace, then chose representative ones to forward to the show's three in-studio moderators.
One of the moderators, Chris Cillizzia, a blogger with WashingtonPost.com, sat in a minibooth called the "feedback station." Ostensibly, he was supposed to be the Greek chorus of the program, stopping the proceedings if the online audience thought Edwards was "dodging the question." That negative reaction never came.
Also, they replaced the "Full of Bull" tag with "Out of Touch". Lame!
There'd be a chance here to hurt a candidate if an opponent's supporters got enough people together to give constant negative feedback. Provided that the mass media picked up the story and spread it. While it may be very unimportant in reality, image is everything.
Of course, there are also the pressing matters of how many illegal immigrants he'll have on his friends list and whether he'd like to see my grindcore/emo band, Tears Rusting My Skate Trucks, at Bubba's Crab House in Ypsilanti next Tuesday. I'm stoked, dude, here's our flyer.
Subrosa
San Francisco, CA
July 2004
SEP 26, 2007 05:44 PM