Most Americans, and even many foreigners are very aware of large media networks such as the MTV network. The network covers media on the most popular fronts with exclusive gossip, addictive programs and let’s not forget the frequent appearances of those famous guests. And all this is easily accessible by TV or internet. With a network so wide, the strength and influence of such a network is obvious.
In the article that is linked above, we are given a glimpse of the various campaigns that MTV runs, e.g., environmental, safe-sex and even political campaigns. With the many celebrities promoting these campaigns, MTV has always had the great ability spreads quickly and effectively. In other words, MTV has pretty much always been very capable of gathering support and has always participated in cascades of information.
Like most cascades, agreement of many can easily influence the decision of a single participant. In this case, MTV used famous faces to emulate such agreement and in a few cases, they initiated cascades. For example, in 2004, 35% of MTV viewers said that they followed the presidential election and after MTV began its ‘Choose or Lose’ campaigns, 58% viewers said that they follow the presidential election in 2008.
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