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From Hazlitt: How much influence did MTV expect to wield when it came to young readers’ literary interests?
In 1996, fifteen years after its seismic launch, American television network and cultural kingmaker MTV surprised viewers and skeptics alike with an untypical announcement: it was hosting a fiction-writing contest.
Embarking on a new creative endeavour was not, in and of itself, unique to the brand. After all, MTV’s very existence was born from a brazen experiment uniting popular music, visual culture, and a brassy, free-swinging attitude. By the mid-nineties, the brand’s reach had unfurled in a variety of directions—often adjacent to music culture, but by no means focused on it—perhaps most famously those of animated programming (Beavis and Butthead, Æon Flux) and reality television (The Real World, Road Rules).
But literature is a domain often regarded, however snobbishly, as antithetical to the sorts of stimulations available on MTV. What’s more, the lofty, cerebral associations of the written word did not align with the channel’s bawdy reputation. The knowingly provocative music video for Duran Duran’s 1981 single “Girls on Film” initiated what critics regarded as a catalogue of garish smut. As early as 1983, journalist Steven Levy described MTV in a Rolling Stone cover story as “the ultimate junk culture triumph.” The channel won a Peabody Award for its 1992 “Choose or Lose” programming, which sought to mobilize young voters, and succeeded in its aim—at MTV’s inaugural ball, newly elected president Bill Clinton declared, “I think everybody here knows that MTV had a lot to do with the Clinton–Gore victory.” Still, the channel’s efforts to achieve something so serious as heightened political awareness were widely lampooned.
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