This is an open blog forum for the documentary "The Merchants of Cool". You may post what you like; here are a few suggestions to get you started.What is the main thesis of the film? Was there anything in the film that surprised or annoyed you? As a young person, how do you feel about the involvement of corporations in youth culture? Do products simply mirror youth culture, or do they help to create new forms of "cool"?
41 comments:
that was almost the best frontline documentary i've ever seen and one of the most disturbing pieces public TV has ever aired.I think, teens are the target people for the media marketers of popular culture today. So there are the reactions of just one small group of teens after watching this FRONTLINE documentary. There were about a dozen who viewed it, all high school and he said that "I got interested in it. I just got kind of annoyed at the fact that it was showing so much of what it was talking about. It felt like I was watching commercials." that is awful. they are target people and most of them couldnt see that.
In my opinion, the documentary has accomplished a successful job through mentioning the vulnerabilities of youth that arouses desires of big corporations in terms of exploiting the youth.The main thesis of the film is to survey what youngsters wear , eat , buy and how the products they used affect their lives. In the film I have been surprised when I heard the enormous numbers that used to explain the expenditures of youth in their single lives. For example; last year teens spent more than 100 billion dollars themselves which almost equals to expenditures of parents. However, after I have heard some rates that given in order to make public the reasons why youth spend very much, I have been tolerant towards them. Because , according to a research %75 of youngsters have TV and internet in their rooms which prevent them participating in social life and encouraging to be addictive to advertisements and their products. As a young person, I think the involvement of corporations in youth culture has to be minimized since corporations do not aim at contributing to the youth , they contrarily flaws youth and its habits. For instance ; a person who has been influenced by the advertisements of a product , prepare their lives according to the properties or traits of this life, do not care other things. In the film, it was emphasized that a drink corporation Sprite had grew up very fast through clever policies of its officials and managers who had adopted a way that means advertising product with a youth dance hip hop. Hence , they drew attentions of youngsters rapidly and made them addictive towards Sprite. The association has organized a lot of concerts and shows in which hip hop musics,albums accounted for the majority thus youth has approached calmly to organizations, as a result the drink has become much more popular among youngsters. Sprite became an icon, hip hop as well became a culture. In other words youngsters have been slaves of corporations without realizing in which they are trapped. A researcher likens youth to African countries which suffered from imperialism of Europe particularly in 19th century, European empires which had exploited African resources and labour force of the African societies, have been likened to the big corporations too by this researcher.
I think ; products simply reflect youth culture because youth has always been under impacts of products by that associations have intended to withhold and dominate youth. Sometimes there is a drink or cloth or food , other times there could be a website or device could mirror the situation of young people who have been dependent on the waves of the culture that forms popular products. In conclusion , it is very clear to think that people especially youngsters usually do what they see from others so it brings affectation to youth.
also BOB BIBB said that " Everyone else was going the edgy route, so maybe we ought to go completely different. And there was about a year period where we went family-friendly. And I think our slogan was "Where America's families can watch television together." That was a novel approach at the time because, except for maybe The Wonderful World of Disney, families could not watch television together. So you know, programming and marketing met, and we thought that's going to be our angle." he stressed about families' relationship tv can also destroy humans life in a that way except physically
The documentary succeeds at showing us this symbiotic way between the youth and the cool merchants. The main thesis can be simplified to some sub-thesis : There's a vicious circle, which depends on the youth buying what coolhunters offer and coolhunters selling the youth what they tend to consume, the consumption youth will not cease digesting this whole "cool-selling". The cool-sellers and the youth need the process to be fast and involve many people to circulate it.
That 13 y.o. girl's notion to being "sexessfull" was annoying. I don't think that a girl that young should worry about being cool and all.
I think it's the corporation's right to sell the youth what they buy, after all the youth is considered to be just a big piece of the consumer mass, so we can't really blame them for eroding the youth culture and values and such.
The products reflect the youth culture as well as they create new forms of "cool". It's a both sides thing. I think cool-selling companies do good by selling coolness, as it keeps the youth busy and away from bad habits like drug addiction, while of course they make huge sums of money out of it. They can create some sort of diversity in young people's dull life, not to discuss it's in a good or bad way.
Being a young person myself, I enjoyed this insane clown band, though I think they caught my interest because I don't find them "cool", but "weird". Of course one can argue that weirdness is a derivative of coolness.
I like the documentary and I found it effective. It shows how young people consume products, how these products become cool and continue to be consumed. It is a vicious circle. It shows how Sprite give a party to teens and MTV has also involved. They are all related with teenager’s “cool” things. All these cool products or corporations follow different and effectual policies; they use hip-hop as a vehicle to reach teenagers.
Also, I did not like Insane Clown Posse (ICP). I hate that kind of people. I cannot understand how people like them. In my opinion, they are really scary. May be they color their face just to get more attention, but as I said I hated them.
After watching the movie, I realized that effects of the advertisement,media,products,etc. can influence teenagers. I think the film provides lots of information. The issues that they brought up in the film are the problems that parents and the society have to take care of. There’s a thing that surprise me is that I never notice that an advertisement like “Sprite” can effect the teens that much. I think the film is overly one-sided in its perspective because it shows all the negative effects that ads,media,products,etc. have on teens. The advertisements is just trying to get people to buy their products and turn it into fashion. Therefore, the companies uses movie star,singers,athlete,etc. to advertise, so that teens who like them will start to buy the products.
I think the main thesis is how corporations use social elements such as music, adolescence, language as well as electronics such as advertisements, billboards to provoke the teens and turn them into sources of wealth. We also see how the teens are vulnerable here as said by the Television Marketing Executive: “There is a native feeling in moms and dads to please the teens, to keep the teen happy, to keep the teen home.” So there is a bypass to profit: Instead of convincing adults, corporate chooses to focus on teens where shopping bonds them to family and makes them happy. We also see how the family structure causes a vulnerability where Teen Market Researcher Sharon Lee defines as “guilt money” and afterwards explains as: “Here is a credit card. Why don’t you go online and buy something, because I can’t spend time with you.” Here we see both teens shifting their satisfaction from family love into market consumption and how they involve into the economy.
The documentary is very successful while pointing out ach strategies by corporate. We see the usage of media in variable ways. Cartoons, talk shows, reality shows and all other things which fill the prime time in different channels and each of them are supported by advertisements which contain celebrities as tools to grab more attention. By filling the prime time, as Director of youth brands Pina Sciarra says: “They had seen so much advertising, they became overload.”, the teens get brainwashed and by an indirect brutality, they are forced into the market. It’s why billions of dollars are invested on the advertisement economy, because mostly, that investment reflects as an exponential profit. (100 billion dollars have been spent by teens, as Salih stated before, and another 50 billion is expected.)
Another strategy here is by the usage of language where corporate defines what is cool. The title here is symbolic in sense of showing the involvement of corporate on the word cool. (Merchants=corporate). Corporate define the word “cool” according to the product they release and what attracts the teens is the media as it uses celebrities, sees the tendency of adolescence where the adolescent convinces by the admiration of other in the community as an opportunity to provoke teens like to be the first one to possess a cools product. Each time a new release is ready to be shipped, the definition of cool change at the same time. This strategy forces youth to spend more money and flew them in a chain reaction. In class, we first see the chain reaction of voyeurism where people demand more aggression and here we see a chain reaction of adolescence’s vulnerability as a wealth source. The producer says for coolness “it kills what it finds.” I put it to emphasize how the coolness renews itself.
I want to refer a movie named “Lord of War” which an African dictator says “I personally blame MTV.” In order to state the devaluing of youth as they ignore how to act properly and loose in the vicinity of advertisements for cool stuff.
In order to prevent the excessive involvement of corporate by media in teen’s vulnerability, some counter strategies should be created. For example as reality shows are broadcast in different channels, the documentaries like “Merchants of cool” and same kinds should be aired right after the reality shows. (For example about capitalism, “Darwin’s Nightmare” is a good choice as a documentary.) The presence of “overloading” advertisements could be limited; but in order to do that you need to have a very qualified lawyer as corporations will deny it, because the advertisement economy is huge also.
I fix a sentence. It will "and get lost in the vicinity of advertisement for cool stuff". Not " and loose". It causes a misunderstanding.
i think this was an effective documentary. it shows how teenagers become impressionable after watching the T.V. it was very easy for sellers to persuade teenagers. if a product seems "cool" to one, the mission was accomplished. Searching for ideas that adolescents would be thrilled is the part of the this business and in my opinion this is not a bad system. If the vicious circle works, each of the part wins. Beside the money of sellers gain, i think after spending a lot of money to products teenagers, one day, will find out the worth of the money. According to my theory, after loosing money, one will appreciate the worth of money
This is a fantastic documentary. It does really reveal what is happening in the teenagers' world. Also it explains how teenagers became a target of the media market. The main thesis is the use of advertising to catch up with the changes in youth culture. They are not anything astonishing but it holds a mirror to our inner world which we are not actually considered. There have always been involvements in youth culture but the media effect has changed the rate. Actually such an involvement to our world with dominance is really irritating and does not let us to draw our own ways. Some products are a mirror but most of the products are the result of the creation of "cool". This documentary will help people, not only teenagers because all of the age group somehow have been involved in, to awaken how they are exploiting.
I really like that documentary, and all of thngs are so familiar with the new generations interests. Actually there was something that the marketing of products based on young generations life as popular brands sprites or nike are came up with the interest of youth. Basically i can mention that the interests of new generation as a girl who wants to be like famous. I think its the effect of media or popularism, but for me its a negative way of morality. Zeynep KArakaş
DENIZ D KIPGE
THE MAİN İDEA OF THE MOVİE İS THAT BY USİNG THEm the company is can reach the youth generation and sell there products much more easy.
Actually nothing really suprise me becuase we live in it and we see it. İam 100 % sure that all of us both something by seeing it on tv it can be our favorite singers shoe shirt jewellery... we can see that the movies or the commercials are efffecting even us while we know its all crap its a the biggest lie that they say to sell there products.iam not please with thise they are using as a fool to be come rich... and first we cant see but after thinking little we see that we aint that smart ( for example the sales in the malls every body attacks in when the see 20 -30 40 some times 75 % off ow u know what i got sean john tshirt that he wear on tv last night do we really think sean john cares ?? thise is becuase celebirities are well commercialised to us by being soo coool! With there fablouse lifes cars houses etc! and our goals change to be come on of them in the end only 3% success ) when u ask a kid what are you gonna be come when u grow up ? The firs answer can be soccer futball baseball basketball player or a singer or actor thise will what most of the young people say maybe a few will might say doctor lawyer etc we can come over thise problem by educating people..
Main thesis of the movie is that teenagers are the focal points of the brands who are trying to sell their products.
Teens spend a lot of money for themselves, and parents spend a lot of money for their children as an excuse of not spending much time with them. Therefore teens become the target of the brands.
I find the movie effective but I am not annoyed or surprised because we are a part of this world. Teens lead fashions and trends, and I agree with the idea that the brands who undervalue the interests of teens would definitely loose.
The core underlying idea throughout the video is to pull on the trigger by the idea of sustaining a chain of consumption, with that aim; most of the TV companies were just looking for some efficient ways to tip the scales in theirs’ favor. In this point, they succeed it so well by using some of the ways which is easily adaptable among teenager. TV sector catches the formula and started to use their channels with showing mostly sex and rebelliousness embedded subjects as cool which most of them highly respect to it. Indeed, they are reflecting the inner world of them, in other words reflecting the teenage culture. Teenagers are behaving like folds. They exploit their parents to be one of his or her mates.
Here, teenagers confronted by colonization of TV sector as it is obvious. First, they take image of teenagers and sell it to them. After a period of time, whole system became reversed, the situation became “who is mirroring whom”.
The main thesis of the film is that the teenagers' define life through their consumption decisions, and these decisions are manipulated by media and advertisement.
The film's message was not so surprising for me, we all know about the crazy levels of American consumerism as it had fair amount of success in exporting itself to other nations like Turkey through globalization.
I think that corporations interfere with every part of society, not just the youth. Actually they interfere with lives of the youth less than adults, because adults are connected to corporations both as suppliers (of labor) and consumers in contrast to youth are connected to corporations only as consumers. As long as youth make some consumption decision by themselves, they will be targeted as market audience. I also find this early confrontation with the marketing useful because they will be living in a society based upon free market and marketing in the future. If we don't let them make consumption decisions as teens, then they will be inexperienced as adults. I oppose the argument of protection of youth from corporations because they are naive etc. and support society's decision of putting youth into test instead of protecting the youth in glass. Some people may argue that corporations are evil and dangerous against all people not just the youth. I don't see corporations' increasing power and importance as a threat to society. They have their harms and benefits but the corporation system certainly doesn't have a practically viable alternative (my opinion).
I believe that free market just doesn't create what society demands it also manipulates the demands of society (which is basis of marketing). However this also true for the general public, and what is cool for adults, old etc. Is there so much difference between cool 30-year old guy who drive his Audi through the road and the marketing targeted at teens?
This documentary is telling about media’s effect on youth culture by several techniques for instance preparation of advertisements and bands, parties on tv and real life etc. It was a good documentary because it was realistic and demonstrating some good examples. The sentence which attracts me most was “who is mirroring who?” according to me it works for both side. I surprised that how teenagers greatly influenced by role models and felt weird when I saw their struggles to be like them, how easily they accept them then try to imitate them, the girl who wants to be like Britney Spears was very annoying. Actually, it is not a rare situation or specialized with American culture, you can see little girls in Turkey too who call themselves with names of the group members, try to wear like them, paint their hair etc. Consumption of things is an unavoidable fact so involvement of corporations is not bizarre but the way they do it by closing our eyes with other things and using the emotional weaknesses of us is a very bad thing. They do not do it for our sake, except some of products which provide our needs it is more like they produce something and to sell it more they made up a name which is being “cool”. Under all commercials message is the same if you buy our product, you are going to be cool and have a lot of friends cool as you are and have fun all the time which is entirely ridiculous to me.
The main thesis of the documentary is that media and teenagers have a mutual relationship through which they manufacture one another. Frontline correspondent Douglas Rushkoff examines that complex relationship in the documentary. According to his research, America has the largest teen generation ever seen and these teenagers spend more money than before. These teenagers constitute the hottest consumer market nowadays. Therefore advertisement agencies pay a lot to marketing researchers to understand desires of teenagers. Sometimes they ‘hunt’ ‘cool’ teenagers and try to understand their desires and so establishing an image of cool for the ‘uncools.’ MTV is an example to that. When the ratings of MTV began to decrease in the 1990s, it made a marketing research by visiting some young person’s houses and asking them personal questions. The end result, however, was interesting. What the MTV created at the end was not an overlapping reflection of the teens with the reality, instead an image. At that point, Rushkoff introduces two images for young boys and girls-the ‘mook’ and the ‘midriff.’ The mook is angry, crude, and under the hegemony of his hormones. His girl counterpart is midriff who is very sexualized as if saying that “I’m a sexual object, but I’m proud of it.” In addition to that image creation, sometimes producers adopt interesting strategies to earn more money. In that case, they sometimes ‘hunt’ marginal groups and make them mainstream by taking them to the mass media. Eminem, Limp Bizkit and another new band-Insane Clown Posse are the three examples of that. These groups were ‘hunted’ by the cool-hunters and now they have been ‘domesticated’ through mass media and have become a part of the system that they previously criticized. At the end of all these processes, teenagers, I guess, lose their way in the middle of millions of conflicting messages.
It was so surprising to me that media researchers sit down and think about what teenagers like or do. Because, as a young person, I had always believed that producers just create whatever they want and impose it onto the people. Now, from the documentary I have learned that this is a much more complicated process than I had assumed before. However, still the role of corporations in creating youth culture is an undeniable fact. I believe, the complexity of image-producing process leads to complex messages for youth people, so they cannot understand what to do or how to do. With this message bombardment, I think, corporations create the image for the youth more than they reflect the youth.
I find involvement of corporations in our lives normal. Especially in today’s world of capitalism and increasing competition, involvement of advertisements and producers is quite natural. In fact it is sometimes good that we learn about new products or possible trends thanks to them. The problem here is if we are of the messages given by them. For example do we know why we buy i-phones? Is it because of the image it created or is it because it is a very good product? Or both? No matter the answer, we are free to buy what we want. However while buying, we, as young people, have to be aware of all the messages that are used in the marketing process of this product. At the end, if we buy by knowing and realizing everything, we can create our own image independent of what the advertisements try to impose.
i liked that movie becuase it was really realistic in our todays world. i saw that media has a great effect on youth to use products ie. when you use it you are seen as a cool person.. so we can say that media uses teenagers as a target to sell their products. on the other hand because of influencing youth people is easier than influencing adults they use that advantage to advertise their products. teenagers generally dont think that if the products that they see from tv or sth. is useful for them they ınly think the part of advertisement that if they use it will they be seen cool or not..
I think this documentary is very explanatory to understand why the adolescence acting like this. How much they influenced by the system, how can an enormous part of society act similar and like to behave similar.
Unconscious consumption shows like a nice thing to do from firms because they can only survive with this consumption. It's really easy to see a stereotype in young people and it's not bothering them. This shown as the normal one. With all the commercials we are effecting strongly and we start to act like everybody. I am against this system indeed but I can see most of the time I'm acting like the others and it makes me unhappy. We are very faint and indefensible over against the 'merchants of cool' .
After watching this documentary, as my friens told, I really understood the reasons of teenagers' act. There is a strong relationship between media and teenagers. Media influences all the public generally but the most affected part is teenagers I think. As it was said in documentary, the main reason why the big companies like Sprite and MTV became so successful is that they understand what teens want and feel. The issues and acts of youngs are changing and they companies keep changing with them. There is an interesting part in the documentary saying "you have to know what they are (youths) thinking, you have to listen so they could give them what you want them to have". I think this is the key sentence to understand the success of companies and media.
The identity problem that we also saw in text "Where Are You Going, Where Have You Been?" is the basic reason why youghts are acting like this. Teenagers are trying to be different from others which explains their deals.
Media is defending itself from being bad samples to youghts saying that being just a mirror. However a question is asked "who is mirroring who" that explains why media is not only a mirror and have bad affects on children.
The thesis statement is: Media has a great influence on teenagers and characteristics of teenagers such as being influenced by trends make them spend money and make the people earn a lot of money with usually causing erosion of values. This documentary didn't surprise me at all because i have already known most of the facts focused on in the documentary however, seeing all these facts got together with a lot of examples made me see the problems clearly and it annoyed me a lot. Although ,thank to my parents, i have been conscious about these problems since i was a kid, there have still been times that i fell into that trap. And also i have seen most of my friends wearing absurd clothes just because what the media told them to and saw them watching silly and pointless shows because it was popular like i've also done sometimes. Now, after watching this film i realized these problems better and made me annoyed me about how the parents let their children do these kinds of things and how the public is still not aware of these problems and doesn't try to do anything at all. I can say that every responsible and mindful person can see how big this problem is only by a little bit of thinking.
I don't approve the involvement of corporations in youth culture. Because corporations are founded to earn money and most of them don't have a morality understanding which influence the teenagers in bad ways and hurt their personalities, they just do what they need to do to earn money. I can say they're guilty in this way but all in all they need to earn money. Therefore, i think the problem is not the corporations, problem are the ones who let them be involved in culture such as media and public. I think some of the advertisements and most of the programs should be rated or forbidden.
I don't think the products mirror the youth culture, they just help to create new forms of "cool". As it was mentioned in the film, product companies don't actually give them what they want, they just give them what the companies want them to have. Maybe for a certain point, teenagers decide about the products, but after some time it turns to the other way. Companies decide what make them earn money and start to impose what is "cool" and make them buy it. The other reason why the companies and media decide what is cool is because the teenagers kill the trends so fast as get bored from the things as a result of their nature so the companies need to find a new trend and new cool things so they can attract the teenagers attention and make them buy. I also would like to mention the influence of TV shows and how they decide what is cool like they show sex as a part of their life and make them think it is okay and good to float your sexuality and start to make them behave in this way. Also, i don't think the characters in shows actually show how the teenagers are and i would like to give the example "mook" from the film to it.
The most effective parts of film, to show youth how they are under the pressure of "cool" products, were the parts which were about the real-consumable products. The film wanted to make an analysis about how "cool" products have part on youth's life.
I think we should ask ourselves what is "cool" and what is not? can cool thinks change or transform? Firstly, in my point of view, the cool concept had 2 aspects. Some acts or products are labeled as cool world-widely. But some acts just have intranational cool status. I mean maybe some act is very cool for Turkish youth, but not as cool as for one another. It is all about the inducement of youth externally. The main component of these externals is media i think. The products' reflection by media have huge impacts on youth.
But as some of my friends said, the question of "is this system wrong" or "does it have another option?" should be analyzed more deeply under of another topic.
This documentary is very effective.It is about the media's influence on teens and how the corporations use the teens in order to gain more money.I don't approve the involvement of corporations in youth culture.But it is a fact that there is a viscous circle so there is no way to stop it.Companies and corporations decide what is cool and make them buy it.They don't give them what they want,they give them what they want them to have.
I am happy about the positive response to this film and wish we had had time in class to work on it.
For those of you who are interested in these issues, I HIGHLY recommend the book "No Logo" by Naomi Klein. It is a life-changing read. The library also has a documentary about this book featuring the author. The book is all about globalization and branding and its effects on public space and youth culture. It also examines what people in the Third World suffer to deliver our products to us so cheaply. Everyone should read this book!!!
When I finished the documentary I asked my self the question "is there anything new, that you don't aware off?" well the answer is a very simple "no".
I should admit that the documentary made a "cool" job. It is easy watching, interesting and sometimes funny. But it is obvious that the generation between age of 12-25 are the most potential buyers of the lots of unnecessary merchandise. I know that as I am one of them. The main problem is that this unnecessary merchandise defines the coolness in the youth society. For example, the situation in our country, you can have a nice cell-phone for a 200-300$ and a nice mp3 player like iPod itself 300$, but we pay the new iPhone's around 1000$+, is there any sense doing this? I doubt that. There are many examples like that, in electronics, in clothing, in cosmetics etc.
So the main question is "Who should we blame at all?" I don't have the answer but I'm certainly sure that the youth is not just a victim and "the merchants of cool" are not just criminals. There should be a breaking point for this but I think time will show us that point.
i think it show how teenagers affected form watching tv. i am not against the system because i think it works. working on ideas that affecting teenagers and trying to sell their products shows this system. Young people are spending much money for themselves and their parents are trying to buy what they want so it is a big industry.I totally agree that only the brands which cares about the ideas of teenagers can gain form that system.
This documentary shows us what we already knew as a teenager. Being "cool" is kind of a race that I think is not just for teenagers. Today's world is totally based on some forms that everybody affected from it in a way. For instance big bosses shoud have a jeep or if you are a upper class you have to buy a summer house from Bodrum. This is the same foR teenagers and this documentary shows it very well. We live in such a world that teens find themselves in a race with their friends. They become obsessed about their clothes or hair styles or make-up. And also a market place that creates new stuffs that makes teens "cool" is occured. Media is fed from this "cool-selling" too. As much as teens sure for, this market keeps growing. This is a vicious circle.
I define 'the merchants of cool' as 'exploitation of teenagers' or 'using teenagers for commercial'. I do not want to believe this situation in documentary but it is definitely true. A person who have an eye catching role in a teenager group -such as best player of football teem in high school or cheer leader etc.- is always emulated. When he/she wear a different shirt or have an abnormal hair style, teenagers around his/her wants to look like him/her. Marketing people put account this searching of role model among teenagers, and exhibit their products on somebody who is popular and emulated. Of course, they make good profit.
I think that this documentary is really an impressive one. It shows that how easily media can affect youths. Teenagers are the target of media because they think that by using these product they seem cool. Actually I think that most of the teenagers are care about only how they by using the product. They don't care if the product is useful or not. Therefore people who work for media must be more sensitive about this issue.
The main theme of documentary how media effect on youth part socities. Media corrupt the values and change the culture of people.
The film didn't suprised me because all the things that film said reflect the part of today's young people. Of course, media affect every part of society but old people cannot their idea system because of their stereotypes.
Like MTV, most of music channel trigger young people to create their own "cool" style. They show only shiny parts of lifes and people desire such a shiny life with parties, expensive clothes and cars.
This documentary shows the affect of media on teenagers. Unfortunately, this documantary is true. Teenagers are shoping just because of the brand not because of the products. They do not know the worth of money. They could easily affectted from TV. If they watch the channels of telling the societys' life, they would want to imminate their life, and if they wanted the life which cannot afford to wanted live, they would be depressed..
I think this documentary is great. It simply explains the relationship between media and teenagers. Companies, using media to affect teenagers by demonstrating what is cool. Also teenagers do not know exactly the money's worth so they are the best customers. If a company wants their product to make a good profit, firstly, it has to reach teenagers.
this documentray is about how teenagers affect from the media especially tv. it shows the teenagers can do everything for being cool. teenagers' only worry about being cool. Every teenager are in a competition with his friends. They want always more and because of this they spend more, so the media's first target is teenagers. They know the potential how teenagers are a good consumer.
ı could watch this documantery very lately but ı really liked it and to me the thesis in this is true. Teenagers could be influenced very easy from the circumtances , especially from the media. They might want to much. On the other hand , media really know how could affect to people , especially youngs. Sprite is a very good example in this documentary.
Culture is a kind of soul of nation and if it is not entirely recognized by its own members it could be damaged by outer effects. In that case, youth has an essential role in order to continue their national culture but youth is also the weakest part of any cultural structure. They can easily be affected by other cultures which seems perfect to them. I think this documentary emphasize the point how could the youth culture be demolished by global popularity.
"Merchants of cool" is a documentary, which shows that the young generation is affected by media in many ways negatively. Youth has an idea about being cool, if they buy and use the popular products. They think; the popular products reflect their mind; as we noticed the thought of “Sprite understands me; it is one of us.” in the film. I liked this documentary, because as a teenager, I found something from my life. It is hard to find a boy or a girl, who lives differently from their coevals. The music we listen to; the way we dress look like each other 's. We can realize that is caused partly by media and marketing system as we watched the documentary.
This impressive documentary is about irresistible effects of media on youths life.I liked this documentary because it analyzes well the situations of the youths in terms of becoming fashionable and it also make realize me about the power of media on youths life. it is seemed like that youths are slave of media and being cool.
I think that the giant corporations are simply "farming" the aspirations of the youth in order to make huge profits. This documentary brilliantly explains how these giant corporations target teens and control them to create a sense of "cool" and "not cool". They hit the bullseye and they make them choose the cool by both telling them what is cool and then producing and selling cool to the target community, in this case, mostly the teens. This circle not only doesn't stop, it expands into every aspect of a person's life, making people live their life according to some corporation's plans. I think this documentary explains this circle very well.
I think documentary have good point of wiew todays world all things turn around from youth
and i want to that firms can attract youths atention with their ideas easily and make this ideas a commercial
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