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By Bill Osgerby

A part of the successful Routledge Introductions to Media and Communications sequence which gives concise introductions to key components in modern communications,  Bill Osgerby's cutting edge early life Media strains the advance of latest adolescence tradition and its dating with the media. From the times of diners, drive-ins and jukeboxes, to trendy international of iPods and the web, formative years Media examines formative years media in its monetary, cultural and political contexts and explores: adolescence tradition and the media the 'Fab Phenomenon': markets, cash and media iteration and degeneration within the media: representations, responses and 'effects' media, tradition and way of life international media, early life tradition and identification early life and new media. examining the character of other types of verbal exchange in addition to reviewing their creation and intake, this can be a vital introduction to this key sector in communique and cultural stories.

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Justin Wyatt, for example, has shown that while market research always had a place in Hollywood’s economic strategies, from the late 1970s studios’ marketing departments wielded greater power and prestige (Wyatt, 1994:155). Parallel changes have been identified by Negus in the recording industry, with a move Brave new world 41 away from ‘inspired guess work, hunches and intuition’ towards the wide-ranging use of advanced quantitative and qualitative methods of market research (Negus, 1999:53). The growing importance of this research was especially evident in the youth market, where evermore sophisticated methods of analysis were deployed to monitor the attitudes and behaviour of young consumers, allowing products and brands to be pitched in just the right way to win their allegiance.

In 1988 he followed up with Tougher Than Leather (a vehicle for Run DMC), and in 1995 with the hip-hop documentary The Show and actor Eddie Murphy’s comedy hit, The Nutty Professor. Further box-office success came with the release of Gridlock’d and How to Be a Player (both 1997). The early 1990s also saw Simmons extend his reach into TV production with the groundbreaking HBO series, Russell Simmons’ Def Comedy Jam (1992–1998)—a forum for black stand-up comedians to perform uncensored routines for a wider audience—while in 1992 he established the fashionable sportswear label, Phat Farm (‘classic American flava with a twist’).

16 For the television industry, too, youth remained a crucial audience. 17 The 1980s also saw the emergence of new media formats to compete against, and ultimately eclipse, older systems. Launched by Sony in 1982, for example, the Compact Disc (CD) quickly developed as an internationally accepted standard, ushering in the age of digital audio technology and ultimately shunting vinyl records into specialised markets. The launch of MTV in 1981, meanwhile, not only initiated cable and satellite TV programming aimed at youth, but also provided the impetus for the rise of music videos as an important adjunct to the record industry.

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