Broadcasting of mobile technology advertisements on MTV and youth culture

Media companies, with the help of global organization strategies, extend beyond their limits and influence on our lives. A brand new consumer culture is thus being launched in through the monitors of our TV sets. Advertisements, as one of the most efficient tools of capitalist system, are one of the most important support for the global media companies. Throughout the process of globalization, integration of information technologies into telecommunication technologies changed individuals? perception about time and space which influenced the life styles in general and modified the social differences.In this study, one of the biggest media giants of the world Viacom?s TV channel named MTV has been evaluated. Structure and cultural background of MTV, which has become a phenomenon for the youth all around the world, has been carefully read in order to do semiotic analysis of the advertisements broadcasted since the launch of MTV in Turkey in July 2009. This semiotic analysis is confined with twelve different advertisements of the GSM companies of Turkey (Turkcell, Avea and Vodafone) on their services related to 3G technology, in the one year period between July 2009 and June 2010. Findings derived from the analysis are discussed on the basis of the new generated youth myth and how the prevailing ideology reproduces itself.