5/ 25 merchant of cool

Merchant of cool is an interesting video that talks about the marketing of popular culture through creating and selling “ cool” to teenager consumers. In the United States, teenagers become the dominant consumers of buying “cool” products because they want to confirm and follow the popular trend, and want to be the hottest. Media also make a huge influence on this “cool” market. I have watched this video in my sociology class on last quarter, and I felt interested about the term “ cool hunter” which indicates those people who are looking for new ideas, product and things that could become cool things and then sell to teenagers. I agree that media starts to play a key role in the popular culture. For example, street fashion start to popular in recent year because people can see the bloggers and other “cool” people doing, which can affect what teenagers’ think and what they do. Nowadays, parents are getting busier in their work, and they are willing to pay extra money to their children. This increases the likelihood that teenagers become the major consumers in the cool marketing strategy. Therefore, the market is encouraging teens to fulfill their desire and consume more. Lastly, the video also talk about how to secure this lucrative market.