What is the Merchants of Cool documentary?

What is the Merchants of Cool documentary?

FRONTLINE journeys into the world of the marketers of popular culture to teenagers. They spend their days sifting through reams of market research data. They conduct endless surveys and focus groups.

What is the Merchants of Cool summary?

Summary: This Frontline documentary, Merchants of Cool focuses on the energy and resources marketing firms devote to finding what teens collectively decide is the x26quot;next big thingx26quot; or x26quot;cool.x26quot; The documentary describes these firms as the merchants of cool and suggests that they are doing much more than simply catering to …

What according to the documentary is the paradox problem with Cool Hunting?

DOUGLAS RUSHKOFF: And that’s the paradox of cool hunting: It kills what it finds. As soon as marketers discover cool, it stops being cool.

What is the feedback loop Merchants of Cool?

Summary: This Frontline documentary, Merchants of Cool focuses on the energy and resources marketing firms devote to finding what teens collectively decide is the x26quot;next big thingx26quot; or x26quot;cool.x26quot; The documentary describes these firms as the merchants of cool and suggests that they are doing much more than simply catering to …

What does under the radar marketing mean Merchants of Cool?

The film describes a feedback loop in which marketers conduct exhaustive ethnographic studies of teens to figure out what’s cool, then amplify it and feed it back to them via media that is controlled by fewer and fewer hands. Ultimately this process not only affects, but in fact creates the culture it’s studying.

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