Merchants Of Cool Analysis

1330 Words 6 Pages
Jordan Mendelson
Professor Velez
Mass Media and Culture
14 May, 2015
Critical Memo 3
(Part 1, Question B) When examining the link between the “third person effect” and the “media-teen loop,” it is important to look at the symbiotic alliance between the media and today’s teens because, in reality, each party looks to the other in the development of their specific identities. With all of the time, money, and energy spent trying to understand and capitalize on such a broad concept, one would think we would have a better understanding for how these systems work. However, in the Frontline documentary, “Merchants of Cool,” Douglas Rushkoff explains that "It 's one enclosed feedback loop… Kids’ culture and media culture are now one and the same,
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It is important to keep in mind that not only have kids taste in music, clothing and entertainment changed since this was aired 10 years ago, but marketing tactics have also changed considerably. Instead of looking for the "typical" teen to sell to a broad audience, they now tailor-market to the individual, utilizing the massive amount of data from social networking systems like Facebook. It’s also important to note that the music recording industry, the radio and TV stations no longer have such a tight control over what kind of music is available to hear. Anyone who puts their music up on YouTube has the potential to go viral and become an overnight sensation (or laughing stock) with no additional marketing or planned hype. For example, look at Justin Bieber, who was discovered via YouTube. Back in the “good old days” (for lack of a better word), if a band wasn 't on the radio, you would find out about new bands through friends, mix-tapes, reading music magazines and hanging out in record stores. However, that 's a considerably slower way to circulate information than say, posting to your Facebook page and giving all your friends and fans instant access to new …show more content…
I’ll admit that when reading this article, I couldn’t help but think about the song “Gangnam Style,” by Psy. Although the article never makes reference to “Gangnam Style,” I believe that song is a perfect example of how globalization can reshape cultures. By the end of 2012, the song had topped the music charts of more than 30 countries and as the song continued to rapidly gain popularity, its signature dance moves were attempted by many notable political leaders. Some people even went as far as calling it force for world peace. People all over the world have seen the viral video and it has been referenced too many times to count. Psy, however, was not the first Korean star to become famous through the media, and he will certainly not be the

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