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At 30, pondering MTV's cultural relevancy

Societies are largely shaped by their popular cultures, and for the past 30 years MTV has been the driving force behind the American experience.

Since its premiere on Aug. 1, 1981, MTV instantly entered the hearts and minds of high-school and college-aged crowds and has continued to do so for three decades, initially with music videos and more recently with teen sitcoms and reality shows.

It would be easy to defame the network's 30th anniversary by accusing the channel of airing trashy programs and lamenting that it never shows music videos anymore. While the first charge may be true and the second depends on who you ask, the fact remains that MTV has helped – for better or worse – mold American culture into its current form.

When MTV began gaining popularity in the 1980s, the music industry took notice and started investing in making intense and creative music videos by using the latest film techniques and broadcasting content with questionable messages.

In an effort to create attractive and impactful videos, record companies hired inventive young filmmakers to direct shocking, rule-breaking three-minute videos. Some of those directors would go on to create some of the most artistic films of the last two decades such as the surrealistic "Eternal Sunshine of the Spotless Mind" by director Michel Gondry, who directed music videos for Beck, Radiohead and others before turning to major blockbusters.

MTV soon made itself the channel to watch among young adults; teenagers flocked to the station to see the latest and hottest music videos launching the careers of both musicians and video jockeys.

It is possible that the title of the network's first music video, The Buggles' "Video Killed the Radio Star," may have foreshadowed the current state of the channel, for MTV is said to have "killed the radio stars of the past." Many accuse MTV of killing rock and roll with its 1997 introduction of boy bands such as the Backstreet Boys and *NSYNC, as well as pop princesses Britney Spears, Jessica Simpson, Mandy Moore, and Christina Aguilera. This change led viewers and commentators to begin chanting the slogan "Rock is Dead," a testament to the power of the network.

By this time in the channel's history, viewers began criticizing MTV for not playing as many music videos as it had in the past. In response, the station created various shows that centered on music, which culminated in the creation of "Total Request Live," an hour-long show that introduced the latest music videos and various performances in front of a live audience.

James Jones returning to the Super Bowl ... - Unlimited Radio 24/7

As reported by yahoo.com and the associated press:

Agent Frank Bauer confirmed Sunday that Jones has agreed to a three-year deal with the team.

Financial terms were not disclosed, but Bauer said Jones is glad to be back and the Super Bowl champions are happy to have him.

“Everybody’s very, very happy,” Bauer said, in a telephone interview with The Associated Press.

Jones explored the free-agent market, but several teams looking for receiving help signed other free agents. Packers quarterback Aaron Rodgers(notes) has said the team should make keeping Jones a top priority.

Speaking to reporters in Green Bay earlier Sunday, Rodgers said he still was holding out hope that Jones and free agent running back John Kuhn(notes) both would return to the team.

“I am, yeah, for sure,” Rodgers said. “He’s an important part of this team. He plays a big role for us. We need to add him back, I think. We need to add John Kuhn back. Those are two guys out there right now who are important to us. It’s not my decision, but I’m definitely pulling for those guys to bring ‘em back.

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