Merchants of cool DQ's

1. Give two reasons why corporate America has targeted teenagers. They're the economy.
   
2. Why does Robert McChesney call teenagers “Africa”? They have an exotic culture.
   
3. What does Bob Bibb emphasize about teens and their parents?They dont spend enough time together.
   
4. How does Sharon Lee define “guilt money”? "Heres the credit card since we dont spend time together."
   
5. To what extent is a typical American teenager exposed to advertisements? Give examples. When they turn on the TV.
   
6. What does “cool hunting” mean? Why is it important for corporate America?
   
7. How do cool hunters work? What techniques do they use?
8. According to Douglas Rushkoff, “the paradox of “cool hunting” is that it kills what it finds.” Why? Once you know what "cool" is, its uncool.
   
9. Marketers know that kids do not like them. What strategy do they use to approach kids? They use other people.
   
10. What is the reason for Sprite’s success with teenagers? Sprite connected with hip hop.
    
11. What does “under-the-radar” marketing mean?They market their stuff without seeming like it.
    
12. Discuss the following statements: “Youth culture is not something that is just being sold to us. It is something that comes from us. It is an act of expression, not just an act of consumption.” How people arent what they buy.
    
13. Who are defined as the true merchants of cool? Mook.
    
14. According to Robert McChesney, what weapons do the merchants of cool use?
15. What does Robert McChesney draw our attention to about MTV?
16. What conclusion did MTV draw when their ratings slipped? They have to change with the teenagers.
    
17. What is special about MTV’s TRL show? It keeps people up to date with new music and artists.
    
18. MTV market researchers are involved in an “ethnography study”. What is it? What is the use of it?
19. What does MTV research indicate about teenagers as a result of their ethnographic study?
20. Comment on the following quote by Douglas Rushkoff : “They [MTV market researchers] don’t call it “human” research or “people” research, they call it “market” research.” They only think of the money.
    
21. According to Mark Crispin Miller, why is the MTV machine not interested in listening to the young?
22. Why do commercial culture providers like MTV not represent characters in depth for their audiences?
23. What does “professional wrestling” mean to today’s teenagers?
24. Why is Mark Crispin Miller quite concerned about gigantic transnational corporations and their TV shows?
25. What does “midriff” mean? Who is the midriff archetype? How might a midriff affect girls? Britney Spears.
    
26. What does the image of Britney Spears signify? Your body is your best asset.
    
27. What might a mook and a midriff have in common?
28. How is “family” represented in the TV series “7th Heaven”? What formula is used in this program? Innocence.
    
29. How are TV series such as “Beverly Hills 90210” and “Dawson’s Creek” kept “cool”? Drama and sex.
    
30. How do the makers of teen TV defend their programs?
31. Does the media really reflect the world of teens? How realistic is teen TV? Yes, its not realistic.
    
32. What is a “feedback loop”?
33. What could be the reason for the popularity of rage rock in the States? What do rage rock fans protest against?
34. How did a group like Limp Bizkitt become superstars? As a rage rock band, how authentic would you accept them? MTV spring break.
    
35. Discuss the following: Who creates youth cultures: the youth themselves or corporate America? Corporate America.