Selling Cool at Any Cost
Frontline calls them Merchants
of Cool. The multinational media conglomerates wielding sophisticated
marketing techniques against the fragile emotional and psychlogical worlds
of children. Child psychologists on the payroll. Hired guns.
"They [the advertising agencies] look at the teen market as part of this massive empire that they're colonizing. You should look at it like the British empire or the French empire in the 19th century. Teens are like Africa."--Robert McChesney, Merchants of Cool
corporate sponsors and the mass media now set the agenda, and this has
a lot to do with the general way in which they have tended to appropriate
all of the common spaces of life.
the young tend to be presented always and everywhere with what is, in
a way, the most seductive thing there is, and that's a mirror. There's
a mirror held up to them all the time.
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