Wednesday, May 7, 2008

The medium is the message.

They call us the MTV generation. Kids who would rather watch The Hills than the news; people who are more affected by the Brangelina babies and the release of GTA IV than by the recent disaster in Burma. It’s not necessarily that we’re apathetic - we are exposed to more media than any generation before us, and we must filter through inconceivable amounts of content in order to get to the stuff that matters.

Thankfully (or not...), corporations have figured out that this is a major social concern and are now trying to capitalize on our “ignorance”. Ad campaigns and gimmicks legitimize their profit mongering by taking on socially responsible or political messages. Turn world issues into a consumer product and voilà, informed citizens. And while this consumerism + altruism equation can often be a double-edged sword, certain industries have mastered the art of getting through to media-crazed youth. Ironically enough, MTV is one of them. Watch this new Radiohead video for All I Need, and don't miss the ending:

Radiohead - All I Need
Amplive - All I Need (Remix)

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