DC Trawler

MTV chooses to lose ‘Choose or Lose’

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For almost 20 years now — at least a century in Not Old People Time — every election season MTV has exhorted its increasingly ADD-addled audience to “Choose or Lose.” It’s a nice reminder to get to the polls on election day, and it also rhymes.

G’bye! NYT:

After nearly 20 years of “Choose or Lose,” MTV is changing the name of its election season campaign.

The youth cable channel’s coverage will be labeled “Power of 12,” a nod to both the election year and the notion that 18- to 29-year-olds have a lot of political power if they choose to wield it.

The name change is, in part, a statement about the cynical mood of the youth voting bloc. While young people turned out in unusually high numbers to support Barack Obama in 2008, MTV’s research into “Choose or Lose” found that many felt they had lost anyway.


“Power of 12” might describe the average MTV viewer’s IQ, but it isn’t very catchy. Wouldn’t it be more effective, not to mention more honest, to just call it “Vote for the Democrat”?

Oh, and:

A recent poll by the Pew Research Center found that 18- to 29-year-olds were backing Mr. Obama more than any other demographic group, yet they were also paying less attention to the campaign than any other.

I understand every word in that sentence except “yet.” I think they misspelled “because.”