Malcolm Rivera
Since its launch in 1981, MTV has expanded its brand to include sister channels, affiliated channels, and an internet presence. In its early days, MTV's programming consisted of music videos, but by the late 1980s, it had started airing non-video programming, including documentaries, news, game shows, and public service campaigns on topics like voting rights and safe sex. MTV has a long history of promoting social, political, and environmental activism among young people. The channel has worked with campaigns like Rock the Vote and Citizen Change to encourage young people to vote. It has also aired presidential campaign commercials and hosted town hall forums for candidates. MTV News, which began in the early '90s, was a pioneer in covering the intersection of pop culture and politics.
| Characteristics | Values |
|---|---|
| Launch year | 1981 |
| Early programming | Music videos |
| Political campaigns | Choose or Lose, Fight For Your Rights, Elect This, Power of 12, Rock the Vote |
| Political affiliations | Democratic Party |
| Target audience | Young voters |
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What You'll Learn
MTV's partnership with Rock the Vote
Music executives founded Rock the Vote in 1990 in response to the censorship of hip-hop and rap artists. The organisation aimed to encourage young Americans to vote, with a focus on those aged 18 to 24. Rock the Vote initially spread its message by staffing tents at music festivals and concerts. In 1991, the organisation partnered with MTV to broadcast its message, with Madonna's Rock the Vote Public Service Announcements (PSA) featuring the star wrapped in an American flag. This partnership promoted the slogan "Censorship is Un-American", and it helped to activate millions of young people across the country to exercise their rights and represent their interests.
Since its partnership with Rock the Vote, MTV has continued to engage in political activism, particularly in encouraging young people to vote. In 1992, the channel started a pro-democracy campaign called "Choose or Lose", which encouraged over 20 million people to register to vote. The channel has also aired politically diverse programs such as "True Life" and "MTV News specials", which have covered current events in the music industry and the world, including the 2004 US presidential election. In 2016, MTV continued its pro-democracy campaign with "Elect This", an issue-oriented look at the 2016 election targeting Millennials. The channel has also worked with P. Diddy's "Citizen Change" campaign, which was designed to encourage young people to vote.
Rock the Vote is known for its celebrity spokespeople, such as Madonna, and its non-partisan approach to building the political power of young people. The organisation has also taken a stand on various issues, such as supporting a public health insurance option and expressing disappointment with the election of Donald Trump in 2016. In addition to its partnership with MTV, Rock the Vote has also developed partnerships with other brands, such as VEVO and HBO, to further its reach and impact.
Rock the Vote has had a significant impact on youth voter turnout. In 2008, their youth vote registration drive resulted in 2.6 million young voters registered. The organisation has also experimented with various strategies to encourage voter turnout, such as Facebook ads, text message reminders, and Democracy Class, an educational program for high school students. These efforts reflect Rock the Vote's commitment to adapting to changing media, technology, and culture to empower each new generation of voters.
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MTV's coverage of the 2004 US presidential election
MTV has a long history of promoting social, political, and environmental activism among young people. In 2004, MTV aired a special show covering the US presidential election, focusing on the issues and opinions of young people. The show included a program where viewers could ask questions of Senator John Kerry, the Democratic nominee. MTV also worked with P. Diddy's "Citizen Change" campaign, which aimed to encourage young people to vote.
In addition to its coverage of the presidential race, MTV also aired programs focused on other aspects of the 2004 US elections. This included coverage of mayoral elections in major cities such as Chesapeake and Jersey City, where viewers were able to get involved in special elections triggered by the passing of the incumbent mayor.
In the lead-up to the 2004 election, Rock the Vote created public service announcements featuring the subject of the draft, and they paid to run these PSAs on small cable systems to measure their impact. However, Rock the Vote also drew criticism from Republican Party officials during the 2004 election for sending a mock draft notice to over 600,000 email addresses. The message, which included the Rock the Vote logo and a facsimile of Secretary Donald Rumsfeld's signature, read, "You are hereby ordered for induction into the Armed Forces of the United States, and to report to a polling place near you" on Election Day.
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MTV's pro-democracy campaigns
Since its launch in 1981, MTV has expanded beyond its original channel and now includes sister channels in the US and affiliated channels worldwide. The brand has a long history of promoting social, political, and environmental activism in young people.
In 1992, MTV started a pro-democracy campaign called "Choose or Lose", which encouraged over 20 million people to register to vote. The campaign also hosted a town hall forum for then-candidate Bill Clinton. MTV has also worked with P. Diddy's "Citizen Change" campaign, which was designed to encourage young people to vote.
In 2016, MTV continued its pro-democracy efforts with "Elect This", an issue-oriented look at the 2016 election targeting Millennials. Original content under the "Elect This" umbrella included "Infographica", short animations summarizing MTV News polls, and "Robo-Roundtable", a digital series hosted by animatronic robots. In the same year, MTV marked 20 years on the air with a retrospective look back at "two decades of independent, unbranded news".
In 2020, MTV was the principal founder of Vote Early Day, initially targeting young voters. The campaign launched with partners across media, consumer brands, and advocacy organizations, with its strength being that it isn't 'owned' by any one entity.
MTV has also aired politically diverse programs such as "True Life", which documents people's lives and problems, and "MTV News" specials, which focus on current events in the music industry and the world. One special show covered the 2004 US presidential election, airing programs focused on the issues and opinions of young people.
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MTV's social and political activism
Since its launch in 1981, MTV has been a prominent platform for social and political activism, particularly among young people. The channel has a history of promoting political causes, encouraging voter participation, and addressing social issues such as racism, gun violence, and discrimination.
MTV's early programming consisted primarily of music videos introduced by video jockeys (VJs). As the channel gained recognition, it began to air non-video programming, including documentaries, news, game shows, and public service campaigns addressing various social and political topics. MTV News, in particular, played a pivotal role in covering the intersection of pop culture and politics, providing a forum for controversial topics such as "gangsta rap" lyrics and sexually explicit content.
MTV has actively encouraged voter participation and promoted pro-democracy campaigns. In 1992, the channel launched its "Choose or Lose" campaign, encouraging over 20 million people to register to vote and hosting a town hall forum for then-candidate Bill Clinton. MTV has also partnered with organisations like Rock the Vote, which was founded in 1990 to encourage young Americans to vote and has worked with MTV on various initiatives, including public service announcements featuring celebrities like Madonna.
MTV has also addressed social issues through campaigns such as "Fight For Your Rights," which focused on anti-violence and anti-discrimination causes. The channel has been criticised for a lack of racial diversity in its early years, with writers like Craig Marks and Rob Tannenbaum accusing it of racism. However, MTV has since acknowledged its mistakes and worked to promote diverse music and content.
In recent years, MTV has continued its social and political activism with initiatives like "Elect This" in 2016, which took an issue-oriented look at the 2016 US presidential election targeting Millennials. The channel has also aired politically diverse programs such as "True Life," which documents people's lives and problems, and MTV News specials, covering current events in the music industry and the world. MTV has shown a commitment to keeping young people informed and engaged in social and political issues, utilising its platform to drive change and encourage activism among its audience.
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MTV News' role in covering pop culture and politics
Since its launch in 1981, MTV has expanded its brand to include sister channels, affiliated channels worldwide, and an internet presence. MTV has a long history of promoting social, political, and environmental activism among young people. The channel has used various vehicles for this activism, including "Choose or Lose", "Fight For Your Rights", "Think MTV", "MTV Act", and "Power of 12". MTV News, in particular, played a significant role in covering pop culture and politics in the 1990s. While the network and its shows were supposedly focused on popular music, MTV News often delved into broader cultural and political topics.
One of MTV News' notable contributions was its coverage of HIV/AIDS in the 1990s, helping to highlight the lives of artists lost to the disease, such as Keith Haring. This coverage culminated in the 2000s with the "Fight For Your Rights: Protect Yourself" campaign, which won a Peabody award. By drawing attention to these stories, MTV underscored the cultural impact of the HIV/AIDS epidemic, which claimed the lives of prominent artists and creators.
MTV News also ventured into political coverage, with shows like "True Life" documenting people's lives and current events in the music industry and beyond. For instance, MTV News covered the 2004 US presidential election, airing programs that focused on the issues and opinions of young people. This included a program where viewers could directly ask questions of Senator John Kerry. Additionally, MTV News worked with P. Diddy's "Citizen Change" campaign, which aimed to encourage youth political participation.
Furthermore, MTV News has been a platform for discussing social issues and promoting activism. The channel's "Choose or Lose" campaign, launched in 1992, encouraged over 20 million people to register to vote and hosted a town hall forum for then-candidate Bill Clinton. MTV has also addressed anti-violence and anti-discrimination causes through its "Fight For Your Rights" campaign and partnered with organisations like Rock the Vote, which was founded in 1990 to encourage young Americans to vote.
In more recent years, MTV has continued its political engagement. In 2016, the channel launched "Elect This", an issue-oriented look at the 2016 election targeting Millennials. This included various original content formats, such as "Infographica", "Robo-Roundtable", "The Racket", and "The Stakes", a weekly political podcast. Additionally, MTV was a principal founder of Vote Early Day in 2020, further solidifying its role in encouraging political participation among young voters.
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Frequently asked questions
Yes, early MTV endorsed political campaigns. The channel has a long history of promoting social, political, and environmental activism in young people.
MTV has endorsed campaigns such as Choose or Lose, Fight For Your Rights, Think MTV, MTV Act, and Power of 12.
Yes, MTV worked with Rock the Vote, a political organization founded in 1990 by Virgin Records America Co-Chairman Jeff Ayeroff to encourage young Americans to vote.
In 1992, MTV started a pro-democracy campaign called Choose or Lose, which included hosting a town hall forum for then-candidate Bill Clinton.
MTV News was a pioneer in covering the intersection of pop culture and politics. It was a go-to source for young people on topics ranging from music and pop culture to politics and social issues.
