Frontline - Merchants For Cool

- Co-operate America see Teens as a mass market who they want to mediate & are seen as "Africa". 
- Most studies generation in history. 
- Teen runs today economy by spending over $1 billion and are given 'guilt money'.
- Teens will process on average 3,000 discrete adverts a day.
- 75% of Teens has a t.v in the world. 
- Due to technology the media can target specific groups such as 12-14 year olds girls.
- "Cool Hunting" is finding 20% of the population who are the 'trend setters'
- "Cool Hunting" is a paradox, as it kills what it finds. By discovering cool you force cool to move onto the next thing.
- These multinational companies have 'weaponary' in their arsenal to pick up the next big thing.
- MTV realised that kids were changing so therefore new things are becoming cool, something that was nee cool was not cool anymore as nothing stays consistent. They had to understand where teen culture was moving.
- MTC created the term 'Mook' who are obnoxious, loud, fun, crazy groups of males. There is not "Mook" in nature.
- The media is not longer trying to find ways to help young people they are studying them to find out how to pitch their products to them.
- Some old cliches but packaged in a new way so it sen as empowering. They are known as "midriffs'. "I am midriffs, hear me roar".
- We are now seeing advanced sexualisation of teenagers.
- More than ever we now live in a media climate where American culture has beaten British culture in submission.
- Teenage girls are being represented as women with the aspect of sex even though they are still teenagers.
- "It's one enclosed feedback loop." Rushkoff says. "Kids' culture and media culture are now one of the same, and it becomes impossible to tell which came first--the ager or the marketing of the anger."