Word: mtv
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...Save the Last Dance in 2001. American audiences were hardly troubled by the fact that Derek was black and Sarah was white—the movie grossed $90.1 million, placing it in the top 25 money-makers of its year, and its lead actors won Best Kiss at the MTV Movie Awards...
...lying if I said that I was anything but completely ecstatic to be inside the global headquarters of corporate-approved hipness. The studios were decorated in stainless steel faux-warehouse chic. The walls were even sprayed with graffiti. MTV hopefuls, the requisite mish-mash of minorities and uber-prepsters sat on a plush couch. I joined my fellow VJ wannabes and sat silently pondering the room’s aesthetic of exposed plumbing...
There’s a strange paradox in being both an MTV junkie and a college student with better things to do than sit at home and watch TV. While I’m admittedly obsessed with MTV—MTV.com is right after the New York Times website on my internet bookmarks—ask me if I watch MTV at school, and I’d have to admit that I don’t even know the channel designation in Cambridge. Herein lies MTV’s marketing dilemma: college students need a damn good reason...
Where HRTV has fallen short, MTV sees room for lucrative investment. The station wants to continue warping our minds even after we’ve left for college...
...will continue to spend my free time pondering just what kind of defense jock straps can offer in the face of a paintball gun (Jackass), and boyfriends who let their girlfriends be Internet exhibitionists (Sex2k). Even with the pressures of college life, I’ll keep getting my MTV fix. Whether the channel—with or without me—can get other people to join in this obsession- remains to be seen...