The Merchants of Cool

722 Words2 Pages

In Rushkoff’s film, The Merchants of Cool, he rhetorically questions if “teenagers even have a culture to call distinctly their own.” In the late 1990’s when the documentary was made, the implication was that they do not. However, with the internet’s advancements and the accessibility of communication with massive amounts of people, teenagers today can form authentic cultures that are not contaminated by the corporate media.

When the documentary was produced, media exposure was limited to private and expensive mediums such as television, movies and radio. These outlets were plagued with marketing agendas designed to sell products under the guise of authentic music and entertainment. Formerly non-existent cultural archetypes such as the boy band, pop diva, and gothic artist were created and promoted by corporations with the intent to profit from their fame. This systematic fabrication of teenage culture was achieved through the monopolization of popular media by people and companies with money. This created a narrow and one-dimensional mainstream cultural media, limiting the prefere...

Show More
Related

  • Culture as a Process in Levine's Highbrow, Lowbrow

    708 Words  | 2 Pages

    ... and others whom Levine treats are a different breed of reformers because they are concerned only indirectly with morality. But when Brown laments that today’s youth are intellectually wanting and have no connection with their cultural heritage, he uses bold phrases such as “junk food for the soul,” indicating that the erosion of appreciation for high culture is changing not only the common forms of entertainment but the character of today’s youth. Another parallel exists in Brown’s conception of culture and the Springhall’s reformers’ concept of morality as something that youth can access if they choose to break away from the evil influences of “mass” or “popular” culture – with the help, of course, of their moral or intellectual superiors, who long to inculcate their own (perhaps technologically or culturally outdated) ways of thinking into the next generation.

    Read More

  • The Role Of Youth In Canada During The 1950's

    1586 Words  | 4 Pages

    The institutions, cultural forms, and economic powers were lifted as the term “teenager” itself was created to differentiate young men and women from adults (University of Toronto 145). The clothing trends, hairstyles, dances and even the language was different from that of adults (Armstrong et al, 134). Young men and women enjoyed dressing themselves with blue jeans, leather jackets,and pony tails for women, which stood as an identity for teenagers as it differentiated them from adults (Armstrong et al,135). This idea was amazing to acknowledge because a new type of people are emerging, and this added to Canadian multiculturalism and acceptance of the different types of people.The adults response to the wild nature of teenagers was that they were left shocked at first, yet later they acknowledged this act as just a phase during one’s life, they got used to this unique behaviour as time progressed (OC University 10). With the brutality of World War 2, the youth at the time were simply left neglected (OC University 10). Many believe that teens during the 1950’s were greatly influenced by being raised during a war generation (OC University 10). The youth distinguished themselves through shocking, yet enjoyable behaviour such as dance moves and their overall mindset on life. In addition, advertisers convinced teens to purchase certain products which

    Read More

  • The Influence of the Media on American Culture

    1179 Words  | 3 Pages

    The media has been a part of the daily life of the American people for the longest time, because of this fact, the media influences the decisions and views of how people should live. One big part of the media that tends to start to develop a sense of how the day-to-day American should live is Disney. Since kids are the main source of Disney’s billion dollar industry children have become an important dimension of the social theory (Giroux 1999: 65). “Within this context, television emerges as a consumer-oriented medium that reflects advertisers’ desire to reach a young, upscale, and primarily White audience” (Goodale1999; Henderson and Baldasty 2003: 100). As a result other races and ethnic groups other than white Americans are often put aside when it comes to the social media view of how Americans should live.

    Read More

  • Creating Suckers for Consumption: MTV and Pop Culture

    1394 Words  | 3 Pages

    In assessing the impact and effect of popular cultural forms like MTV, it is important to acknowledge the extent to which, rather than having them imposed upon us, we may instead appropriate or assimilate parts, whilst choosing to reject or ignore the rest. This, of course, has the consumer or viewer acting (or perhaps more accurately interacting) as opposed to simply passively receiving (Philo par 16).Even though critics of MTV stand strongly against the passive consumer, th...

    Read More

  • Hip Hop as an Industry

    715 Words  | 2 Pages

    The second article, “Commercialization of the Rap Music Youth Subculture” by M. Elizabeth Blair, expresses the point of the use of rap music to sell a product even though advertisers know nothing of the subculture....

    Read More

  • How Does Walt Disney Influence Culture

    824 Words  | 2 Pages

    The article Hop on Pop (2002) explains how culture is influenced especially by the tactics of mass media and popular culture. This aspect is one that Walt Disney and his company used and did so very well. This article opened me up to think about how the media is trying to influence

    Read More

  • The portrayal of young people in the media.

    1220 Words  | 3 Pages

    This essay will look at the different ways in which young people are portrayed in the media. It will focus on how the idea of childhood innocence has been challenged by the media and rather than ‘little angels’ children are now seen as ‘little devils’ in the public eye. By looking at ‘The Bulger Case of 1993’ we can see where the idea of ‘little devils’ and children as evil beings began. It will examine why media stories of young people are focused much more on negative aspects such as crime and gang culture rather than positive ones. It will also look at how television programmes such as ‘Teen Mom’ and ‘Skins’ portray the youth of today and whether these programmes come across as a positive or negative portrayal of teenagers. The idea of a ‘self-fulfilling prophecy’ will also be examined and whether the way the media portrays children can be harmful to the construction of their identities and possibly lead to alienation.

    Read More

  • The Overcution Of Native Media And Native American Media

    1368 Words  | 3 Pages

    An indigenous documentary is a documentary that is made by the members of an indigenous community, or in close interaction with the indigenous community. This native media is slowly becoming a form of entertainment and communication between present day tribes and their members. These newer forms of media aim to disassemble the mainstream media’s stereotypes about Native Americans. “They both preserve knowledge for future generations and communicate the group’s identity to the wider public,” (Leuthold; pg. 193). Although currently, many Native American media producers have tried to push their work further into the mainstream media, they face many difficulties with money, as most of the money for production of native media is loaned to producers through the government. However, the main goal of native media is “…focused on the concerns, practices, and beliefs of specific tribes…” (Leuthold; pg. 208), and “…indigenous media has, to this point, avoided the homogenizing tendencies of mainstream mass media,” (Leuthold; pg. 208). To prove that native media can become a popularized and common place form of media, three popular native media movies that have proven success include: Smoke Signals directed by Chris Eyre, Skins also directed by Chris Eyre, and The Business of Fancy Dancing directed by Sherman Alexie. What whitestream media does not understand is that they “…have a great deal of power in shaping—not just reflecting—public opinion, and, as such, media outlets must bear some of the responsibility of perpetuating racist images wherever they occur,” (Johnson; pg.

    Read More

  • Article Analysis Of Selling To Children By Juliet Schor

    1126 Words  | 3 Pages

    Schor talks about how the street culture has affected marketing to young adults. Rap and hip-hop have become quite popular even in suburban homes. The top charts on any popular radio station have at least four or five rap songs in them. This popularisation of street culture has influenced marketers to subtly include violence, drugs, crime and sex into ads meant for teens, making it just subtle enough not to get called out for it. Edginess in advertising gave it that cool feel that kids were attracted to, the “gangsta” life. Cool being associated with these kind of negative things can influence kids to take part in such activities, wanting to live the cool way. Advertisers also exploit the underlying desire for kids to be more independant, showing rebellion against their parents, who are depicted as lame. When kids see this kind of behaviour on TV, they think that is how it should work for them too. One example Schor gives is a Sprite ad “The parents are in the front seat singing “Polly wolly doodle all the day,”... He is in the back banging his head on the car window in frustration… stuck this these two losers.” (223). The kid is the only one who gets that his parents are lame and he is the only one who is even close to cool in the car. The worst part about the new cool is that it’s not only

    Read More

  • Analysis Of 5 Seconds Of Summer

    1198 Words  | 3 Pages

    My object of analysis is going to be “boy bands” which I am defining as “a band of boys usually playing pop music that is marketed towards young women.” I am going to specifically look at the band 5 Seconds of Summer and I am going to look at how their music and success becomes undermined because their target audience is primarily young women. I am going to do this using feminist theory and this project will examine how ideologies regarding the connection between young women and the band itself being written off artistically are almost embedded within society, in that people say things such as “this band sucks” without ever really listening due to their classification as a boy band. This is primarily linked back to who they are marketed toward,

    Read More

  • Analysis Of Dream Worlds 3: Desire, Sex, And Power In Music Video

    776 Words  | 2 Pages

    In society today, media such as movies and music share huge roles in the dynamics of culture especially concerning communication. In Dream Worlds 3: Desire, Sex, and Power in Music Video we see how famous singers and producers in the making of their music videos have the power of illustrating our language and beliefs. From the music we listen to and things we watch, we are constantly gaining new knowledge by the message that is being presented to us. The main focus of this specific documentary was how women in the music or media industry all together are treated. From this documentary and lectures in class we see that media objectifies, stereotypes, and degrades women and their bodies as advertisements and money makers. Themes in the film discussed

    Read More

  • Feminism In Pop Culture

    1934 Words  | 4 Pages

    The most trending music genre gets a lot of listeners because of its the discrimination. As the songs and advertisements gain followers, it starts to become realized by the citizens. Pop culture artists sing about drugs, alcohol and women. The portrayal of women by these composers is dreadful because it degrades the significance and importance of their existence. Pop culture has always been a home for gender domination and discrimination. It is becoming increasingly “pornified.” As Valenti quotes, “After all, while billboards and magazines ads may feature a ripped guy from time to time, it’s mostly women who make up what sexy is supposed to be. And it’s not just sexy-it’s straight-up sex” (Valenti, 44). The pornography has been a part of the culture and has been accepted by younger women. Feminists have argued that this has increased the inculcation of “raunch culture” in the lives of younger women who fall into it as they feel it empowers them. However, it is a kind of faux empowerment. This illustrates that the media is promoting and utilizing pop culture to change the social norms in an attempt to instruct women on their role in the society. In essence, pop culture with its propaganda desires to change women’s view on nudity until it can become inherent in American culture, and thus eliminating opposition to benefit pop culture in the long run. Valenti persuades her readers by saying, “ the ‘show’ is everywhere. In magazines like Maxim and Playboy. And in the insanity of Girls Gone Wild, with teens putting on fake lesbian make-out sessions so guys will think they’re hot.” Levy also mentions a character, influenced by raunch culture and a reader of Playboy magazines, named Erin who is piqued her curiosity and provided her with inspiration because of this culture. Erin says, “There’s countless times in my life where I know I’ve turned people on just by showing off (by putting on a

    Read More

  • Essay On Popular Culture

    1170 Words  | 3 Pages

    On an individual basis, popular culture helps establish and mold the subjective self. It influences the way individuals think, act and respond, and this becomes part of how people develop their personalities, preferences, beliefs, and their overall identity. For example, most people idolize certain fashion statements or fads which determines their preference of clothing. This process of self-formation coincides with both elements of personal choice and the responses and attitudes of others. Furthermore, the identity that an individual asserts is influenced by and helps determine the development of social relationships; it influences the communities and groups to which an individual will identify with and how that identification is processed. In the establishment of communal bonding, mass culture helps with, as Leavis describes, a “leveling down of society” (35). The lines of class distinction have been blurred which, to Leavis is not a good thing, but it unites us nonetheless. Popular culture also promotes unity in that it “blurs age lines” (29). As stated earlier, the products of popular culture are targeted towards a variety of audiences; adults read comic books, children watch adult films, etc. (Macdonald 29). Similarly, teenagers and young adults are brought together through night clubs, fashion, and music; college students come together to enjoy campus events; book fans wait in line hours for new releases, etc. Each of these instances produce feelings of belonging, acceptance and connection with members of society over a common

    Read More

  • Culture Industry Theory

    2025 Words  | 5 Pages

    It is increasingly clear that media and culture today are of central importance to the maintenance and reproduction of contemporary societies. Cultures expose society to different personalities, provide models, which display various forms of societal life and cultivate various ways to introduce people into dominant forms of thought and action. These are the types of activities integrate people into society and create our public sphere. Media and technology surround our society; engrained into the fabric of our existence so much so, that it has become hard to find an aspect of life not influenced by its effects. For this reason, media controllers, wield extreme power and influence over the lives of everyday people. Although, they increasingly continue to feed the audience trash, despite their authority as the creator of our social/cultural interactions, and justify their actions by calling themselves industries. Reducing themselves to just businesses whose sole purpose is to create a profit. This admittance of what they feel to be their true purpose however does not hinder their control and power but instead adds to it. Creating a need for there to be some way to analyze and discuss whether they are using their position and power wisely. Filling this void, scholars have theorized ways for individuals to be critical of the media that they intake. One of these critical theories is the “Culture Industry” theory. Using Cultural Theory, as well as other complementary neo Marxist theories, it is possible to determine how Stacy Peralta, once urban youth culture advocate, became incorporated into the superstructure through media use, thus making him a tool for the continued commoditization of society, and a youth marketer for industries l...

    Read More

  • Pop Culture Is A Reflection Of Social Change

    1293 Words  | 3 Pages

    Pop culture is a reflection of social change, not a cause of social change” (John Podhoretz). It encompasses the advertisements we see on T.V, the clothes we wear, the music we listen too, and it’s the reason Leonardo DiCaprio has not won an Oscar yet. It defines and dictates the desires and fears of the mainstream members of society; and it is so ingrained into our lives that it has become as natural as breathing. Moreover, adults never even bat an eyelash at all the pop culture and advertising that surrounds them since it has become just another part of everyday life. Pop culture is still somewhat seen as entertainment enjoyed by the lower class members of society; but pop culture standards change over time. A notable example of this is the sixteenth century author, William Shakespeare, since his works were considered pop culture, entertainment that could be enjoyed by everyone, but now they are considered literary classics. While pop culture encompasses most aspects of our lives, its influence is most obvious through each generations reaction to media,

    Read More

More about The Merchants of Cool

Open Document