I can remember that my youth pastor would watch MTV to be in touch with youth culture. That was fifteen years ago. Well, MTV turns 25 tomorrow, and here’s a look at six ways it has helped contribute to an ever-changing youth culture, in my opinion.

Stick it to the man. Like Rock n’ Roll, MTV has always had the attitude of a rebel. They have been on the cutting edge, mocking institutions, and pushing the envelope with things that are not politically correct. MTV moved many issues to the forefront with their programming, including homosexuality and AIDS. MTV has been for the last 25 years filled with controversial issues that question authority, and they have also encouraged young people in that respect.

Short attention span. Quick cuts. Sound bytes. Little teasers. These have always been a part of MTV’s programming and style. Nothing lasts forever, or even much more than a second, in MTV’s world. This has attributed the way we do things. Today, most people, especially the MTV generation, can easily do two or more things at a time much better than trying to do one thing at a time. If something lasts too long, we tune out. Thanks to the splicing and cutting of videos shown on MTV.

Global Pop Culture. Music Television is not just an American brand. It has been exported all over the world, and along with it, there is now a global pop culture that exists in many nations. The branding, music, and idols have all been brought to even the most obscure nations. I remember sitting in a juvenile detention center in Costa Rica, talking in broken Spanglish to a young man about pop music. He knew more than I did about the American artists and English songs, thanks to the globalization of pop culture by MTV. There are now 27 International MTV websites. The channel reaches 400 million viewers in 167 countries, in 22 languages, giving us all our MTV, no matter where we live in the world.
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