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Thesupremelaw [of the cultureindustry]is that they shall not satisfy their
desiresat any price;theymustlaughand be contentwith laughter.
TheodorAdornoandMax Horkheimer
Mhehehehheh. . . hehheh--Huh huh. .. huhhuh...
Beavisand Butt-head,openingsoundtrack
fromtheMTV showBeavis & Butt-head,1993-
trivial comments and video criticism with banal dialogue, the show's
writers depict the boys' critical process as seamlessly integrated into
their mundane activities. Beavis and Butt-head do not consider in-
terpretation a separate endeavor requiring "critical distance": they are
always in the process of performing critically. And the boys are not
merely listeners and spectators: they often sing and dance along with
videos, and use musical expression (usually some form of heavy metal
"air guitar") to punctuate particularly gratifying events in their lives.
Indeed, Beavis and Butt-head's intense interaction with music is what
most clearly defines their daily activities. Despite probably being the
most objectionable characters ever to grace prime-time television, the
boys are remarkably savvy musical consumers.
As depictions of critics whose interpretative (and even artistic) op-
erations are an integral part of daily life, Mike Judge's personae Bea-
vis and Butt-head reveal themselves to be cut from the same cloth as
Robert Schumann's critical personae Florestan and Eusebius. And in
their abandonment of critical distance and their purposeful depthless-
ness, in their constantly shifting subject positions, not to mention their
excessive, unbounded, and constantly unfulfilled desire (both sexual
and musical), the boys appear to be a textbook example of the "schizo-
phrenic," de-Oedipalized subject that has been seen as a result of post-
modern culture.
fire to his family's trailer; while the accusation was spurious, fear of
negative publicity led MTV to move the show from a prime-time to
a late-night time slot.2 MTV censors also induced Mike Judge to tone
down Beavis's pyromania and, to some extent, the show's violence.3
Despite the time-slot change, the show continued its success-
which suggests that the appeal of Beavis & Butt-head was never pri-
marily to school-age children. In 1994 Rolling Stone dedicated a cov-
er to Beavis & Butt-head, suggesting that "50 million Beavis and
Butt-head fans can't be wrong"; the magazine observed, "Despite the
time change [from 7 to 10:30 P.M.],they still draw three times the net-
work's average audience."4 The boys' success can be partially mea-
sured by the fact that their comments were credited with destroying
the careers of some bands (for example, Winger and Warrant) and
boosting the success of others (Babes in Toyland and White Zombie).5
The move to a team-based writing approach for the show by the
second (1993) season led to more varied and subtle characterization
of the two boys: Butt-head became the leader and the more ground-
ed of the duo, while Beavis's sadism and pyromania spread into more
diffuse psychosis, making him the more creative and fanciful of the
pair. Increasingly complex characterization of the secondary charac-
ters in the show, particularly the adult males who are ever endeav-
oring (unsuccessfully) to provide a role model for the boys, led to an
increasing proportion of satire to slapstick. In fact, while Beavis and
Butt-head's outrageous behavior still drove the plot, the idiocy of the
"normal" characters surrounding them became more and more the
focus of the show's humor, and the humor became increasingly more
absurdist and satirical, and less scatological.
The boys' extraordinary success continued through 1996 with high
daily viewership despite the limited number of new episodes each
season.6 Following the extraordinary success of their feature-length
movie, Beavis & Butt-headDo America (released during the 1996 Christ-
mas season), the format of the show changed; perhaps partly because
of this change, the show's popularity waned somewhat.7
From 1993 through 1996, the format of the show was kept constant,
each half-hour show consisting of two fifteen-minute episodes. Each
episode contains a full story line, so that the boys' adventures are
portrayed in fifteen-minute blocks, a telegraphic pace that provides
a reductio ad absurdum of the narrative sketchiness of half-hour sit-
coms. To disrupt the narrative flow further, Beavis and Butt-head's
adventures are intermingled with segments in which the boys are
shown watching and commenting on portions of MTV videos; these
segments are unconnected to the story line.s Figure 1 illustrates the
sequence of narrative and video-watching segments in four typical
Beavis and Butt-head episodes. As the figure shows, the episodes con-
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Minutes
sire, while unsatisfied, does not paralyze them; it is the force that
drives their critical processes.
Belying Adorno and Kaplan's bleak picture of the public's passive
consumption of the products of the culture industry, the boys' inter-
actions with the videos illustrate the inherently active character of the
MTV spectator. This involvement is very much in keeping with the
participatory nature of rock music: while spectators at rock concerts
are not creating "the music itself" that the band is playing, their par-
ticipation (dancing, shouting, frequently singing along) complements
the performance on stage to form the whole of the experience of rock
music.
Rock concerts need physical and vocal audience participation for the
musical experience to be complete, satisfying, and true; Beavis and
Butt-head exemplify how such participation extends to private as well
as public spaces. Indeed, a crucial part of the critical process of rock
fans consists of experiencing the music in a collective context, and
Beavis and Butt-head reflect this collective trait in their constant reli-
ance on one another to confirm and reinforce their critical observa-
tions. While Butt-head may initiate comments on a video, he needs
Beavis's response in order to develop his argument. Theirs may be a
truly dysfunctional, chaotic dialogue-but dialogue is essential to
their interaction with the music.
Adorno and Horkheimer also speculated that the constant flow of
facts and of novelty in the products of the culture industry precludes
the possibility of reflection on the part of the consumer.17 While this
pessimistic perspective is predicated on the need for temporal and
critical distance in order for reflection to be possible, Beavis and Butt-
head do not consider interpretation a separate endeavor requiring
"critical distance": they are constantly in the process of interpreting
everything they experience. Their style of criticism is based not on
separation from and reflection on the object to be addressed, but rath-
er on immersion in and identification with the object-a pre-Oedipal
or de-Oedipalized subject position to which we shall return shortly.
In this context, we should remember the importance of the inherent-
ly repetitive nature of MTV programming, where videos are shown
over and over again for a period of weeks (if not months).18 Fans of
MTV thus gain knowledge of a musical work through repetition and
rehearings at different times and in different contexts, rather than
through close, detached analysis. This is arguably true of the way
most listeners gain familiarity with popular music, which is general-
ly associated with repeated, often partial, and distracted hearings
through radio broadcasts, dance-club remixes, music videos, adver-
tisements, and the like. The iterative model of listening associated
with popular music permits familiarity through revisitation instead
often seems to have increased that hostility and fear, now that
the safety of domination and the flight to the Symbolic is no long-
er available.27
In their hyperactive hedonism and pointedly nasty misogyny, Beavis
and Butt-head appear to embody these de-Oedipalized "middle-class
male subjects" at their very worst. Yet despite the objectionableness
of this subject position, some critics have pointed out that the very
fact that traditional Oedipal hegemony is broken by these new, per-
haps most truly postmodern subjects (certainly many of these traits
are also those assigned by Jameson to postmodern sensibilities) indi-
cates the ability of subjects to break that hegemony, and the poten-
tial for fundamental change inherent in that break. As Kaplan points
out, "Far from the incoherent flow of images signaling a schizophrenic
failure of language, the young adult's refusal to enter the realm of
the symbolic could represent a healthy breaking of confining bound-
aries and dichotomies that were constructed originally to serve cer-
tain bourgeois ends at a particular historical moment."28 And in the
case of Beavis & Butt-head we can go further, because what the show
offers is intense lampooning of the results of Oedipal hegemony: not
a single adult male in the show is even remotely sympathetic.29 While
they do not offer a positive alternative, Beavis and Butt-head (unlike
the men who pretend to be their role models) are true to themselves.
And the boys are ultimately true to their music: they like stuff that
they can rock to, whether that be the "Dance of the Sugar Plum Fairy"
from Tchaikovsky's Nutcracker (much appreciated by the boys, who
encounter it during their first Christmas special and remark that it
"sounds like Ozzy" [Osbourne]) or the latest Iron Maiden video. The
driving force behind their lives, the activity in which they engage for
fully half of each episode, is, as we are reminded time and time again,
listening and responding to music. As we have seen, the boys are not
passive consumers: they participate in the videos they watch, and
employ music from those videos to punctuate-indeed, to character-
ize-successful moments in their daily activity. Beavis and Butt-head
are constantly engaging with and commenting on what they feel to
be the most significant musical events of their culture.
In this way, the comparison with Schumann's critical personae Flo-
restan and Eusebius suggested in the title of this essay might be more
(disturbingly?) apt than we might initially have imagined. The breath-
less interchange between the characters Florestan, Eusebius, and Ju-
lius-in the course of the 1831 essay in the Allgemeine Musikalische
Zeitung (on Chopin's Opus 2 variations) in which Schumann's "Da-
vidites" first were introduced-depicts enthusiastic friends emoting
over a musical work, commenting upon it in nonlinear and sometimes
borderline incoherent phrases:
make up a music video.48 Not only is the boys' behavior certainly crit-
icism, it is arguably a contagious sort of criticism: by portraying two
morons as capable of engaging critically (rather than passively) with
the music that surrounds them, the show may well encourage its
viewers to think they are (at least) equally capable of such engage-
ment. In this regard the boys can be seen as providing a constructive
model, though a negative/reverse one, for critical engagement.
The boys show no critical detachment, but rather constantly grap-
ple with the music and images, making no distinction in their actions
and words between intellectual and physical engagement, between
criticizing and participating in the video. Their interpretive approach
indicates that, whether by inability or by choice, they have not made
an Oedipal break: they do not distinguish between their internal emo-
tions and those they experience through the videos. Beavis and Butt-
head are too slippery for their emotions to be reliably controlled by
the videos, and are thus able to respond critically; and their ability
to step outside a video and look in derives not from distance but rath-
er from constant movement. Their criticism depends precisely on
maintaining an unstable, erratic subject position rather than a stable,
well-defined one.
In opposition to the modernist ideal (following Baudelaire) of in-
dividual participation in an artistic process that is detached from the
ordinariness of collective endeavor, and mirroring the collective ar-
tistic sensibility offered by Schumann through Florestan and Eusebius,
Beavis and Butt-head may provide us a model of occasionally in-
spired, group-critical participation in art-where the contributions of
a single great artist or critic matter less than the collective interaction
of a mediocre group, producing sporadic sparks of insight. This model
resonates with the critical process evident in the YackLive video ex-
changes; it could even be seen as an ideal model for critical inquiry
that is truly postmodern in its rejection of a (specifically modernist)
stable subject-position. Following this line we could perhaps (and
paradoxically) even see Beavis and Butt-head as representatives of
Antonio Gramsci's ideal of the "organic intellectual" for the MTV
generation.49 The fact that the boys' perspective is created by a group
of writers rather than a single individual helps them to achieve the
multiple personality, schizophrenic perspective that has been seen as
typical of the postmodern subject.50s
The boys' behavior toward the videos and the videos' occasional
"responses" reinforce the participatory nature of MTV viewership.
This, of course, plays into MTV's wish to appear to duplicate the in-
tensity and "authenticity" of the rock-concert experience; as Good-
win points out, this allows MTV to be "simultaneously involved in
the incorporation and the promotion of dissent," and to maintain its
NOTES
I would like to thank Rob Walser and the anonymous reviewers for American Music
for their invaluable suggestions on earlier drafts of this essay.
1. Born in 1963, Judge received a degree in physics and worked briefly in the aero-
space industry before moving to Austin, Texas, to pursue a career in popular music.
He claims to have stumbled on animation almost by accident. Initially the animator for
the show, Judge gradually turned the animation process over to a Korean firm, Rough
Draft Studios. Judge has been the voice of both Beavis and Butt-head, as well as pro-
viding the voices for a number of other major characters in the show. See Charles M.
Young, "Behind Beavis and Butt-head: The Stercoraceous Vision of Mike Judge," Roll-
ing Stone 663 (March 24, 1993): 48-50, 87; and Young, "Meet the Beavis: The Last Word
from America's Phenomenal Pop Combo," Rolling Stone 678 (Aug. 19, 1994): 39-40.
2. The boy's family did not have access to cable television, and the child had been
previously involved in pyromaniacal incidents. For information on and reactions to
the incident, as well as a wealth of other information on the boys and Judge, see Chris
Wallner's "Beavis and Butt-head 'Frequently Assed [sic] Questions'" web page (Ver-
sion 5.0-2/21/96), at the URL http://www.thewebdepot.com/cwallner/faq/
faqtop.htm.
3. A disclaimer stating that Beavis and Butt-head are not role models was also add-
ed to the opening credits.
4. Cover of Rolling Stone 678 (March 24, 1994); Young, "Meet the Beavis," 39.
5. See Young, "Meet the Beavis," 39; and Deborah Russell, "Beavis, Butt-head a Boon
for Bands," Billboard (Sept. 4, 1993): 90. For an extended discussion of the effect of the
show on the success of Babes in Toyland, see Robin Roberts, LadiesFirst: Womenin Music
Videos (Jackson: University Press of Mississippi, 1996), 96-97.
6. See Dan Pawlak, "Beavis and Butt-head: The Episode Guide" at the URL http://
www.mcs.net/~ -batcave/public_html/bnbguide.html.
7. Following the release of the movie Beavis & Butt-head Do America, a new show for-
mat was introduced in January 1997, which featured three story segments per half-
hour show, each with only one video; the videos were all recycled from previous epi-
sodes. While the story segments remained roughly the same length, the use of three
rather than six video segments allowed an additional five or so minutes per half hour
(!) for commercial breaks. This format met with much less approval; in the summer of
1997 it was announced that Mike Judge would no longer be writing new episodes for
the show, and the last episode aired on Nov. 28, 1997. It is unclear whether this can-
cellation resulted from the reduced popularity of the show or Judge's decision to pur-
sue other venues; perhaps significantly, despite the title of the final episode ("Beavis
and Butt-head Are Dead"), MTV and/or Judge decided to maintain the boys alive,
perhaps looking forward to a second feature film. See the episode guide cited above
and the brief article by Michael Burgi in Mediaweek 7, no. 30 (Aug. 4, 1997): 14.
8. Occasionally the titles or content of the featured videos are loosely connected with
the story line; for example, the 1993 double episode "Way Down Mexico Way," in which
the boys hitchhike to Mexico, featured the following videos (among others): MEXICAN
RADIO (Wall of Voodoo),
PSYCHO HOLIDAY (Pantera), RICO SUAVE (Gerardo), and ADIOS,
MEXICO(Texas Tornados). Another example: in the 1993 episode "Scared Straight," the
boys are taken on a field trip to the local jail, and one of the videos is Judas Priest's
BREAKING THELAW.Titles of video clips are given in small capitals following the con-
vention established by Andrew Goodwin (see his Dancing in the Distraction Factory
[Minneapolis: University of Minnesota Press, 1992], xiii-xiv).
9. This fragmented structure is very much in keeping with the ever-changing pace
typical of MTV programming.
10. This odd displacement is reinforced by the fact that the video is not seen through
the frame of the boys' own TV but full-screen, on the viewer's TV: during the story
sections of the episode we often see the TV image from the boys' perspective (the boys
watch TV all the time, even when they are not watching videos), but always at least
partially framed by the TV monitor itself. Though the location of the viewer during
the video-watching segments initially seems to be straightforward-alternately next
to the boys and "inside" their TV-the displacement of the TV set to the viewer's (rath-
er than the boys') room makes this a most interesting construction of space, and fur-
ther reinforces the link between the viewer and the boys as a critical collective.
11. The boys' singing is almost always wordless imitation of guitar riffs, and most
frequently a barely pitched evocation of a heavy metal rhythmic chorus phrase (this is
not always an identifiable phrase, though the chorus of Black Sabbath's "Iron Man"
occasionally surfaces). This "dah dah dah" is accompanied by stylized "air guitar" or
other gestures associated with performers' and fans' ecstatic movements in heavy metal
bands' performance videos.
12. The boys are alluding to the show MTV Unplugged, in which bands that tradi-
tionally play amplified instruments are shown playing a set of songs with acoustic in-
struments.
13. The boys are talking about Salt 'n Pepa's video SHOOP,from the episode "They're
Coming to Take Me Away, Huh Huh," ? MTV 1994. The allusion may be a parody of
the concept of interactivity with its audience (through telephone polls and other "live"
request events) that MTV was exploring in the early 1990s. This focus on interactivity
has been redoubled with the advent of chat lines and the spread of World Wide Web-
based communication, which MTV has entered with a vengeance in the second half of
the 1990s; see the discussion of YackLive.
14. The video is from the episode "Date Bait," ? MTV 1994.
15. Theodor Adorno and Max Horkheimer, "The Culture Industry: Enlightenment
as Mass Deception," in The Cultural Studies Reader (London: Routledge, 1993), 31.
16. E. Ann Kaplan, Rocking Around the Clock: Music Television, Postmodernism, and
Consumer Culture (New York: Methuen, 1987), 4, 12.
17. Adorno and Horkheimer, "Culture Industry," 34.
18. Interestingly, programming of Beavis & Butt-headepisodes during the show's hey-
day in 1994-96 worked in much the same way as programming for MTV's music vid-
eos. There were two episodes in each daily show, four episodes in the back-to-back
half-hours on weekend nights. The overwhelming majority of episodes were repeats,
and several months went by between the debut of new episodes: for instance, there
were no new episodes between March and September 1996, despite the show airing
10+ episodes a week every week. Most of the repeated episodes were from the sea-
sons spanning 1994 and 1995, though there was an occasional reprise of an episode
from the first year, usually with Beavis's pyromania (indeed, all references to fire) ei-
ther toned down or entirely eliminated. Repeat episodes were presented not sequen-
tially but in various combinations, usually with episodes appearing roughly every other
week, some more frequently than others. When new episodes were introduced, repe-
tition was built into the introduction sequence/rotation: the first night might feature
new episode A and new episode B, the second night new episodes B and C, the third
night C and D, and so on. This reliance on repetition was especially remarkable in the
light of the popularity of the show; it would seem that fans did not resent (perhaps
even relished) the fact that they had several opportunities fully to absorb Beavis and
Butt-head's critical standpoint on a video or their satirical unpacking of "normalcy."
19. Fredric Jameson, "Postmodernism, or the Cultural Logic of Late Capitalism," in
Postmodernism:A Reader,ed. Thomas Docherty (New York: Columbia University Press,
1993), 68-74 passim.
20. For an excellent reading of Deleuze and Guattari in the context of late twenti-
eth-century popular music, see Robert Walser, "Prince as Queer Poststructuralist," Pop-
ular Music and Society 18, no. 2 (Summer 1994): 79-89. Walser suggests that in his "queer-
ing" of traditional pop subject positions, Prince may be seeking "a sort of body without
organs that can escape Oedipal structures" (85).
21. Gilles Deleuze and Felix Guattari, Anti-Oedipus: Capitalismand Schizophrenia,trans.
Robert Hurley, Mark Seem, and Helen R. Zone (New York: Viking, 1977), 54.
22. Ibid., 26.
23. Ibid., 131.
24. Jean Baudrillard, "The Ecstasy of Communication," in The Anti-Aesthetic: Essays
on Postmodern Culture, ed. Hal Foster (Port Townsend, Wash.: Bay Press, 1983), 127.
25. Fred Pfeil, "Postmodernism as a 'Structure of Feeling,'" in Marxism and the In-
terpretation of Culture, ed. Cary Nelson and Lawrence Grossberg (Urbana: University
of Illinois Press, 1988), 392.
26. Ibid., 395.
27. Ibid., 396-97.
28. Kaplan, Rocking Around the Clock, 148.
29. For an exploration of the potentially feminist subtext of much of the humor in
the show, see Roberts, Ladies First, chap. 4 ("'Alternative Nation': Alternative Music,
Feminism, and Beavis & Butt-head"), especially 98-99.
30. Fanny Raymond Ritter, ed. and trans., Music and Musicians: Essays and Criticisms
by Robert Schumann (London: Reeves, 1891), 4-7.
31. For examples of the former, see ibid., 59ff.; for the latter, see ibid., 325ff.
32. Goodwin, Dancing in the Distraction Factory, xviii.
33. Jameson, "Postmodernism," 86.
34. Many of the episodes involve Beavis and Butt-head frantically and fruitlessly try-
ing to impress a local hoodlum so that they might be allowed to join his gang. The
fact that they invariably end up being exploited and ridiculed (and ultimately getting
their asses kicked) never deters the boys from their aspirations to "cool" organized
violence. The stupidity and buffoonery of these attempts makes for some of the most
biting satire of the show.
35. Goodwin, Dancing in the Distraction Factory, 116.
36. Ibid., 45-48.
37. Jurgen Habermas, "Modernity: An Incomplete Project," in The Anti-Aesthetic, ed.
Foster, 10.
38. See Adorno and Horkheimer, "Culture Industry," 40; and also Kaplan, Rocking
Around the Clock, 12.
39. Deleuze and Guattari, Anti-Oedipus, 380-81.
40. Adorno and Horkheimer, "Culture Industry," 40-41.
41. Roberts, Ladies First, 93.
42. Goodwin, Dancing in the Distraction Factory, 169.
43. Fredric Jameson, "Reification and Utopia in Mass Culture," Social Text 1 (1979):
130-48.
44. YackLive is not a regularly scheduled show like Beavis & Butt-head or a number
of other video-focused shows. Instead, it is a collaboration with internet service pro-
vider America Online (though non-AOL members can also gain access to some chat
events) to add participatory features to various shows on an occasional basis. Not all
YackLive events are video commentaries; the discussion in this essay is based on a half-
dozen YackLive video-related episodes that the author viewed in the spring of 1996, a
time when there were a number of YackLive events connected to MTV video shows.
Since that time, live MTV-sponsored interaction on videos has become sporadic.
45. While I videotaped a couple of short YackLive interactions in early 1996 for the
purposes of this project, the complexities of copyright attribution and authorization
(as well as the length of the exchanges) make it impractical for those interactions to be
transcribed here.
46. Again, owing to the sporadic nature of the YackLive events, a more specific anal-
ysis and more substantive conclusions about the nature and potential of chat-based,
collective critical processes must await further study.
47. This may be another reason why YackLive events are sporadic, and seem to have
mostly ceased to be associated with music videos (as of the spring of 1999).
48. For an insightful conceptual foray into this process, see Goodwin, "A Musicolo-
gy of the Image," chap. 3 of Dancing in the Distraction Factory.
49. I will be pursuing this line of thought in an essay entitled "Collective Listening:
Postmodern Critical Processes and MTV," in a collection of essays I am editing tenta-
tively entitled Beyond Structural Listening: Postmodern Modes of Hearing (Berkeley: Uni-
versity of California Press, forthcoming).
50. Between the two of them, Beavis and Butt-head simultaneously share less than
one subject (the story lines frequently underscore to the viewer that they could not
function independently) and at least as many subjects as the writers on the show's staff.
51. Goodwin, Dancing in the Distraction Factory, 155.
52. Ibid., 62.
53. Ibid., 154.
54. Ibid., 60.
55. Foster, ed., The Anti-Aesthetic, xii.
56. Walser, "Prince as Queer Poststructuralist," 87.
57. Goodwin, Dancing in the Distraction Factory, 180.