The Merchants of Cool

The Merchants of Cool sheds light on the world of marketers who target American teenagers, a demographic worth an estimated $150 billion annually. It follows “cool hunters” as they navigate the complex landscape of youth culture, seeking to understand and capitalize on the latest trends.

The film showcases various tactics employed by marketers to reach this lucrative audience, including conducting focus groups, surveys, and street-level research. It highlights how companies like Viacom have adapted their strategies to appeal to a generation that is increasingly resistant to traditional advertising methods. It reveals how these corporations have embraced the concept of “cool” as a means to connect with teens and influence their purchasing decisions.

Throughout the documentary, correspondent Douglas Rushkoff interviews top marketers, media executives, and cultural critics to provide insight into the symbiotic relationship between media and teenagers. It raises questions about whether these marketing efforts merely reflect teen desires or if they actively shape and manufacture those desires.

The film also explores the cultural ramifications of these marketing strategies, examining how they may contribute to the blurring of lines between real life and media portrayals. It discusses the potential impact on teen behavior and attitudes, particularly in areas such as sexuality and violence.