The Merchant Of Cool Video
In The Merchant Of Cool, companies, and markets focusing on its audience, the younger generation, and consumers. The markets and companies believe that there is a responsibility to sell products that can cater to the interests of teenagers and focus on youth culture. It is important to the note that the younger generation (teenagers) help companies and market through profiting. Because of this, companies and markets focus on popular culture that caters to the needs and interests of teenagers through electronics, entertainment, and media. This is an example that companies and markets are under a neoliberalist society. Because of a neoliberalist society, companies and markets are capitalist ventures and focus on dominance and hegemony through a profitable market. In addition, marketing continues to change due to the consumers’ (teenagers) interests and popular culture is changing. I can connect this to Stuart Hall’s notion that cultures are constantly changing. Because cultures are constantly, companies and the market have realized that is important to cater to the interests and needs of these teenagers and focus on its audience. However, The Merchants Of Cool video only discussed a specific teen subculture which does not mean that all teenagers fit under this subgroup. In the end, most teenagers and youth appreciate and value hip hop culture.
Question: How can we have startups catered to teenagers and the younger generations?
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