Mixed signals
MTV Desi, South Asian American audiences and the discourse of ethnic television
Bibliographic Data
| ID | 12985385 |
|---|---|
| Authors | Madhavi Mallapragada (The University of Texas at Austin, corresponding author) |
| Year | 2012 |
| Volume | 3 |
| Issue | 4 |
| Pages | 549-565 |
| Publication date | 2012-09-20 |
| Peer Reviewed | Yes |
| Open Access | No |
| Type | ARTICLE |
| Venue | South Asian History and Culture (JOURNAL) |
| Journal identifiers | ISSN: 1947-2498 • E-ISSN: 1947-2501 |
| Publisher | Taylor & Francis (PUBLISHER • GB) |
| DOI | 10.1080/19472498.2012.720070 |
| OpenAlex | W2083971775 |
| Language | EN |
| Citations received | 3 |
| References cited | 3 |
This article's key argument is that MTV Desi an ethnically defined satellite channel distributed through the premium subscription model in 2005 and subsequently cancelled for its financial unviability in 2007 offers us a key example of the disjuncture between mainstream, commercial US television's investment in and engagement with its newly attractive South Asian American or desi markets and the media cultures, tastes and expectations of the community that is spoken for. This disjuncture, I further argue, is significant since it illuminates the tensions and struggles over ‘ethnic’ markets (so defined) and cultural representations that emerge when a commercially oriented mainstream television industry tries to incorporate multiculturalism as a financially necessary strategy in an age of increasing media competition and dwindling audiences but seems unwilling to go the distance in terms of long-term investment and cultivation of its newly discovered ethnic niches
Argument (complex analysis · Competition (biology · Diaspora · Ethnic group · Investment (military · Mainstream · Media studies · Multiculturalism · Political science · Politics · Sociology · Asian Culture and Media Studies · Diaspora, migration, transnational identity · Gender Studies · Law · Migration, Ethnicity, and Economy
| Unique citing works | 3 |
|---|---|
| Citations per year | 0,25 |
| Citation span | 2014 - 2022 (9) |
| Citation velocity | historical |
| Highly cited | No |
| Citation types | Neutral: 3 |