MTV Tackles Climate Change in a Big Way!
by Kenny Luna, North Babylon, NY on 06.15.07
When the world’s largest television network with a potential audience of 1.5 billion people in 162 countries decides to make global climate change a top priority, it’s time to sit up and take notice. In fact, the MTV SWITCH campaign launched yesterday aims to target people between the ages of 15 to 25 who happen to live in countries with high carbon emissions. The aim is to connect with them and lead them to question their high consumption lifestyles, hopefully raising their consciousness of the environment in general and the fight against global warming in particular at the same time. The organizing principle behind all of it is the idea that when large groups of individuals choose to begin taking small actions on their own it can add up to massive results. To help get youth involved they’ll be targeting them with public service announcements, television programs, and online resources accessible via the MTV Switch website. And you can bet they’ll be incredibly effective at making the connection inside of kids minds with them too… As one of my students recently blurted out in class in response to a question about whether global climate change is real, “Dude, it’s on MTV!” It seems that in the strange and wacky world of teenage minds our friends at MTV have made themselves a more trusted source of news than CNN. Go figure!
"The aim is to connect with them and lead them to question their high consumption lifestyles"
Is this what they are supposed to take away from "My Sweet 16".
impressive. Hopefully this really makes a good, thorough impact.
does this mean an end to such MTV shows as: "pimp my ride (spend thousands of dollars on someone's crappy car, like stereo, wheels, paint, etc)," "my sweet 16 (birthday party for rich kids)," and other opulent displays of wealth?
What about "Real World," a show which evolved from personality-driven clashes between cast members to unaffordable-to-the-common-person housing and accoutrements? I admit since I don't own a tv, I'm not aware if this show is still on MTV, but if this network is serious about changing its focus, a LOT of its native programming will have to change as well.
Maybe they'll focus entirely on music videos (gasp) which of course focus on quick wealth, partying and "rims" on SUVs...MTV has a long way to go!
I'm glad MTV is addressing this, but the best thing they could do is encourage all 1.5 billion viewers to cut their TV viewing time in half.
I agree with dwight above ... MTV has a long way to go ... they may be starting to talk the talk but when will they start to walk the walk?
Not only in the programming that they produce but also in the companies that they allow to advertise ... plus their own business practices.
Then again, change has to start somewhere ...
MTV lives on consumerism.
i think mtv bringing awareness to the subject is much better than it not. every little bit of attention helps, even if mtv isn't too green themselves