Merchants of Cool
In
the documentary “Merchants of Cool”, there is a struggle between popular
culture related to cool and subculture of rap metal. This video was interesting
because in so many aspects it can be seen in todays society. There are these “underground”
cultures that have not yet been displayed into popular culture and showed by
the popular media. Media became so important in our every day lives nowadays it’s
actually hard to fully escape from the superficiality’s of our society and our
greed for money. Like how it says in the documentary “real life and TV life
began to blur” I don’t agree with this and its frustrating to hear this because
there is no way that media can over dominate and fool people into believing
that is what they should be. However, in today’s social media it seems exactly
what it is doing. In many ways this documentary also made me think of the
concept of hegemony because some people think that with power they can cycle of
marketing coolness is uncontrollable and they justify their participation in this
system despite the negative consequences.
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