Chapter One Case Study: MTV Goes Global with a Local Beat

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  • Chapter One Case Study: MTV Goes Global with a Local Beat

Write a full two page APA formatted paper on the case found at the end of Chapter 1 of your textbook. Be sure to address each of the elements below in your paper.

  1. Some people outside the United States say teens exposed to large doses of U.S. youth culture on MTV will identify less with their own societies and teens in developing countries will want Western goods they cannot afford. MTV’s response: “It’s just fun, it’s only TV,” says one executive. What do you think? Are there dangers in broadcasting U.S.-style programs and ads to developing countries?
  1. Digital compression technology made it possible for MTV to program over a global network. Can you think of other technological innovations that have helped companies to think globally and act locally?

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