ABSTRACT
This introduction presents an overview of the key concepts discussed in the subsequent chapters of this book. The book examines the historical development of music video as a commodity and the established structure for the production, distribution, and exhibition of music video with special emphasis on the premiere music channel, Music Television (MTV). Most research on music video is some variant of textual analysis. Quantitative empirical research in the field of communications is preoccupied with content analysis of various aspects of music videos like the portrayal of sex and violence in music clips, whereas cultural studies research emphasizes ideological analyses of music clips. These two types of textual analysis are drawn from academic areas that adopt quite different theoretical assumptions and research methodologies. The book also examines strategies adopted by record companies and program services to reduce expenses and increase revenues. It surveys the growth of MTV's international programming and its contribution to a globalization of popular culture.
