Please watch the following Frontline documentary Merchants of Cool.
You can watch the video by clicking HERE “FRONTLINE correspondent Douglas Rushkoff examines the tactics, techniques, and cultural ramifications of the largest media organizations in “The Merchants of Cool.”
Within each of the six video chapters you will hear from top marketers, media executives and cultural/media critics, and the teens who consume the images (messages).
As part of our assignment, I want you to consider the complexity of the relationship that exists between the media and today’s teens. Below my post, please provide your feedback. Consider the following questions:
1. Douglas Rushkoff states, “The paradox of “cool hunting” is that it kills what it finds.” If this is true, what does this mean for new technologies as they lose their luster with younger consumers. Today in class we discussed Mark Zuckerberg’s comment, “Facebook is done with being cool”. Can the concepts discussed in Merchants of Cool be applied to new media?
2. Do you think young people are more sophisticated today than when this video was produced? Have social media changed the way young people experience cool? If so, how?
3. Finally, how are the major media conglomerates using the information they acquire from our internet and social media usage to leverage new brands, shows, etc. This article explores a few of the issues we have discussed in class regarding the big 5 Media Giants. Consider how although the tools of communication are evolving the underlying motivation of the media industry remains the same.
I look forward to reading your posts!