Discussion Questions for the Merchants of Cool

1.Give two reasons why corporate America has targeted teenagers.
-They have money and easily targeted.

2.Why does Robert McChesney call teenagers “Africa”?
-Teens have the tools

3.What does Bob Bibb emphasize about teens and their parents?
-Teens push there parents to buy them things.

4.How does Sharon Lee define “guilt money”?
-Parent not spending time with children so they give money.

5.To what extent is a typical American teenager exposed to advertisements? Give examples.
-3,000 each day

6.What does “cool hunting” mean? Why is it important for corporate America?
-Finding out what eens like the most.

7.How do cool hunters work? What techniques do they use?
-Question teens for money

8.According to Douglas Rushkoff, “the paradox of “cool hunting” is that it kills what it finds.” Why?
-Trend already changed

9.Marketers know that kids do not like them. What strategy do they use to approach kids?
-Throw parties

10.What is the reason for Sprite’s success with teenagers?
-Become one with hip hop

11.What does “under-the-radar” marketing mean?
-Find out what you like but dont let you know

12.Discuss the following statements: “Youth culture is not something that is just being sold to us. It is something that comes from us. It is an act of expression, not just an act of consumption.”
-find out what you like and market that.

13.Who are defined as the true merchants of cool?
-Aol,Tv land,mtv

14.According to Robert McChesney, what weapons do the merchants of cool use?
-Have all the technology

15.What does Robert McChesney draw our attention to about MTV?
-Everything is advertising

16.What conclusion did MTV draw when their ratings slipped?
-Produce Things teen did no like.

17.What is special about MTV’s TRL show?
- What teens want to see.

18.MTV market researchers are involved in an “ethnography study”. What is it? What is the use of it?
-

19.What does MTV research indicate about teenagers as a result of their ethnographic study?
-To sww what teens like and would buy.

20.Comment on the following quote by Douglas Rushkoff : “They [MTV market researchers] don’t call it “human” research or “people” research, they call it “market” research.”
-All about the sellings

21.According to Mark Crispin Miller, why is the MTV machine not interested in listening to the young?
-you can't get alot in pg-13

22.Why do commercial culture providers like MTV not represent characters in depth for their audiences?
-Don't really care their character.

23.What does “professional wrestling” mean to today’s teenagers?
-Wresting is all about POP!

24.Why is Mark Crispin Miller quite concerned about gigantic transnational corporations and their TV shows?
-Guys are the mooks

25.What does “midriff” mean? Who is the midriff archetype? How might a midriff affect girls?
-What people wants to see that your body is what you want to use.

26.What does the image of Britney Spears signify?
-Im not innocent represent midriff.

27.What might a mook and a midriff have in common?
-Thet represent what the culture thinks od girls.

28.How is “family” represented in the TV series “7th Heaven”? What formula is used in this program?
-Clean family viewing.

29.How are TV series such as “Beverly Hills 90210” and “Dawson’s Creek” kept “cool”?
-Showing teen sexual content.

30.How do the makers of teen TV defend their programs?
-trah sells.

31.Does the media really reflect the world of teens? How realistic is teen TV?
-It's there mirror

32.What is a “feedback loop”?
-Find out what you like and sell continues.

33.What could be the reason for the popularity of rage rock in the States? What do rage rock fans protest against?
-Biggest.

34.How did a group like Limp Bizkitt become superstars? As a rage rock band, how authentic would you accept them?
-Teen rage.

35.Discuss the following: Who creates youth cultures: the youth themselves or corporate America?
-TEENS!