During the specific episode of the series, a one minute commercial was sold for $500, 000 US dollars (Senyap, 112). The fate of an imaginary character had become the most important subject of discussion in the United States. In other words, 70 million Americans were not able to interpret or change the message of the series. The same people who were protesting the re-establishment of the registration for the draft in February of the same year, were now mostly curious about Dallas and J.R. (Vietnam and America, 301). On the other hand, a TV channel that was fully established for the purpose of entertainment, MTV, took a mission that was totally not expectable. In 1992 the channel started two campaigns called "Chose or Lose", and "Rock the Vote", in order to increase the voting rate among the young generation. The result was highly positive; polls taken in late October showed that 75% of the 18 to 29 age group said that they would vote, compared to the 40% in 1988. In addition the votes were heavily in favour of Clinton who had accepted to present himself on MTV, unlike Bush (Edelstein, 110). Although the picture may look positive at first, with a deeper perspective it becomes dramatic. The only way of appealing to the young generation seems to be through a music channel, which is based on the creation and consumption of a popular culture. They get interested in politics only when their idols or leaders tell them to do so. Their "freethinking" ability is limited with the mediated message that appeals to them, and they act mechanically according to these messages, highly contradicting with the "free your mind" slogan of MTV. When we talk about the successes of TV campaigns, we shall always consider the inverse process that can also easily take place. Therefore, the picture can be viewed more critically. At this point a question comes to mind. Why are we so much influenced by TV; How can it be such a powerful device? To understand this, we shall consider Festinger's theory on social influence: "If one believes that a sheet of glass is fragile, one can test that belief by hitting it with a hammer.