[8] The phrase was later expanded to include the purchasing choices of a generation of consumers, with the J. Walter Thompson advertising agency describing the demographic in a 1985 presentation entitled "The New American Consumers", with one business columnist noting that "We baby boomers are raising what J. Walter calls the MTV Generation and these 12 to 19 year olds are unbelievably affluent..."[9] Bret Easton Ellis was called the "voice of the MTV generation" as early as 1985, after the publication of his first novel, Less than Zero.
The documentary depicts the MTV Generation as characterised by cynicism, uncertainty, and an ability to process information quickly, and focusing on diversions and retro interests.
For while much has been made about the generation's lack of a single unifying theme or experience, its members seem to have one thing in common: music videos.
That's like going through life with a big product placement tattooed on your head, as if they're the only cultural influence on the entire planet."
[16] As John Chapin denotes, "like most media innovations, critics soon warned of deleterious effects on unsuspecting youthful consumers: shortened attention spans and sexual recklessness.
[16] With raunchy music videos by artists like Madonna and explicit television shows like Jackass,[16] "MTV appears to be responding to the challenge by banning violent music videos and producing original news segments and documentaries addressing teen issues".
"A quarter century later, the underdog venture known as MTV has expanded to become a branded space for visualized music, reality shows, and lifestyle programming – heavily influencing consumer choices all the while".