5/25 Merchant of Cool

The documentary, “Merchants of Cool,” is an example of Hall’s definition of popular culture and Gramsci’s notion of common sense. Many advertisement companies target youths to figure out what youth culture is because corporations want to create commercials were it talks the similar language to come in with more profit sales. Even though it may seem easy for corporations to do market studies of what consumers want, the most effective way corporations do is “cool-hunting”. Research studies go and find those kids who are trendsetters, those who are the 20% fashionistas who can influence the other 80% consumers. Once corporations find the cool trendsetters, the “coolness” of a product goes down because it is seen as more commonly bought. An example of this would be Youtube. Youtube was just a platform for free expression. Youtube had not ads before videos before, nor did Youtubers advertise products. After Youtube was bought by Google, more advertisements were put on before every video, more purchases are made on Youtube (e.g. Youtube Red), and more Youtubers insert products. This is an example how corporations interception can bring the “coolness” of a product down. This also demonstrates Hall’s definition of popular culture as what popular today can be old school tomorrow. Culture is constantly changing. In the documentary, what trendsetters wear is like common sense, especially in the eyes of young girls. They follow those trend because everyone on Instagram may be wearing or doing it. A crop top, is usually targeted at teenage girls. This fasion trend makes it harded for girls to ever give in a romantic relationship if they what they are dressed in is seen sexualized/sexy/revealing by society. This documentary was an interesting watch because it relates to current day trends, even though it was aired in 2001. The definition of "cool" is constantly changing today, too. The next generation of teenagers will again redefine what "cool" is.