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Brown, Jane D.; Campbell, Kenneth L.; & Fischer, Lynn (1986). American Adolescents and Music Videos: Why Do They Watch?. Gazette, 37(1-2), 19-32.


In August 1981 the Music Television network began airing rock music videos 24-hours a day to cable subscribers across the United States. The videos were 3-5 minute long visual depictions set to music and usually featured band members either performing the music or acting out roles suggested by the lyrics and music. By the end of 1984 one quarter of American households with televisions were viewing the MTV channel.’ I Eighty three percent of the target audience, 18-to-34- year-olds, were watching an average of one hour during the day and one and one-half hours on weekends.


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Journal Article

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Brown, Jane D.
Campbell, Kenneth L.
Fischer, Lynn