Lecture Notes: The Merchants of Cool

Introduction

• Discussion begins with a focus group of teenagers being questioned about trends.
• Teens' opinions are valuable due to their significant influence on the economy.
  • Teens spent over $100 billion themselves last year.
  • They have a major influence on parental spending.

The Teen Market Influence

• Teens often receive "guilt money" from parents.
• The teen market is heavily marketed, with over 3,000 ads processed daily.
• Companies target specific age groups closely, leading to intense marketing competition.

Cool Hunting

• Marketers study teens like anthropologists to understand what is "cool."
• Teenagers are resistant to brands, but respond to "cool."
• "Cool hunting" involves finding trendsetters who influence the majority.

The Role of Cool Hunters

• Cool hunters find and analyze trends among teens.
• They use correspondents who are former trendsetters to gather data.
• Information is compiled and sold to corporations for significant fees.

Marketing Strategies

• Sprite case study: used anti-marketing techniques to connect with teens.
• Relationship with hip-hop culture strengthened Sprite's brand.
• Covert marketing techniques include hiring fans to promote in chat rooms and events.

Media and Conglomerates

• Five major companies control most of youth culture: News Corp, Disney, Viacom, Universal, AOL Time Warner.
• Each controls a substantial portion of media channels, influencing youth culture heavily.

MTV's Influence

• MTV is a powerful player in youth marketing.
• Everything on MTV acts as a commercial, even the channels' content.
• MTV conducts extensive market research to maintain relevance.
• Shows like "Total Request Live" give perceived control to teens by airing requested content.

Media Stereotypes: The Mook and the Midriff

• Mook: Represents crude, obnoxious male teens.
  • Examples include characters from South Park, Howard Stern.
• Midriff: Represents sexualized, appearance-focused female teens.
  • Examples include Britney Spears.

Teen Programming and Influence

• Shows like "Dawson's Creek" and "7th Heaven" reflect and shape teen perspectives on sex.
• Movies like "Cruel Intentions" push boundaries and influence teen culture.

The Feedback Loop

• Media and teen culture form a feedback loop where each influences the other.
• Authentic teen subcultures like Insane Clown Posse (ICP) resist mainstream marketing.

Industry Responses

• Music and media industries induct underground movements (e.g., rage rock) into mainstream.
• Teen rebellions become products themselves.
• Major labels capitalize on authenticity as a marketing tool.

Conclusion

• The commercial machine continues to dominate and commodify youth culture.
• Teen rebellion is co-opted, packaged, and sold back to teens.
• Raises questions about the authenticity of youth culture and its future.