Blog #14: The Merchants of Cool

A lot of the examples in this film did not resonate with me, as I wasn’t familiar with the celebrities and popular brands at the time. However, I did grow up watching music videos on MTV. My experience with watching the music videos was that it was a mode for me to be able to keep up with popular music and the newest content being released. As I grew older, my Saturday mornings consisted less of cartoons, and more of MTV’s Top Music Video Lists. I think a common theme in this film was whether or not the media was marketing and supplying the content, or whether teens and popular culture demanded it. My opinion is that it is both the fault of marketing, as well as demands of teenagers.

The media’s goal is to sell and profit off of this large generation. In such a capitalist society, people aim to satisfy their own needs and to help themselves. Teenagers are at an age point where they are very easily influenced by media, as well as consuming “hot” and popular items. This can be in the form of clothing, appearances, music, etc. Anything that can allow the individual an identity that is cool and well-liked. These two, media and teenagers, have a relationship in which the two are equally impactful on the other. The content that teenagers consume is a result of what they are familiar with, what their peers are interested in, and what the media delivers. There seems to be a lack of individualism, as people just adopt whatever practices they are told. There is no question or form of “resistance” to the messages distributed through popular culture and that’s partially because people don’t want to oppose or go against what is currently acceptable. For example, it is present today in society as well. All around social media and other platforms, is the glorification of EDM music or raves/concerts. On instagram, many of my friends will post pictures of themselves going to tours such as The Chainsmokers or Martin Garrix. This obviously impacts their friends who will see the post and feel the need or urge to participate and engage in that culture. Although the type of content and media being released differs and changes throughout time, there is still the idea of consumption and marketing as long as our society is structured to support and benefit these ways.