Part 1 of Essay
"Madonna's intuitive grasp on the televisual world in which we live- of the medium's possibilities for engaging spectators in diverse ways- that in part accounts for her success. She is the supreme television heroine." (E. Ann Kaplan 271) "What are the main theories which we have studied so far and how have they ....

Part 2 of Essay
.... seen in both Kaplan's as well as in John Fiske's article on British Cultural Studies. In order to properly explain how the “Madonna Phenomenon” has become such an important concept in media studies, one must look first at how influential MTV (music television) has become in the last decade. MTV addresses the “desires, fantasies, and anxieties” of young people(Kaplan 270) who have, like myself, grown up in a decade when all the traditional institutions and theories that were always respected, are being questione ....