Merchants Of Cool Video Notes

1.What is cool-hunting and how is it done? what theories and methods of media research are the cool-hunters using?
Cool hunting is done by sending out cool researchers. Influence is held by trust.
2. According to the commentators in the video, why do television, music, and fashion corporations want to understand how teenagers think and what they want?
Because teens are their number one source of income and they have to sell to who buys.
3. How do mtv executives and other programming and marketing decision-makers characterize their relationship to teen culture? Do they say they are creating it? or simply reflecting it?
They say they are reflecting it. Sending a mirror image of what the teens send them and sendit right back.
4. What is the difference between marketing research and human research, according to the commentators in the video? What are the goals of each?
The difference is marketing has to do with the image and human has to do with the personal side of it. The goals are to make money and draw interest.
5. Who is giving the most accurate description of the relationship between teen culture and commercialization, the merchants of cool or the critics? What role are these institutions playing in the socialization process? Argue for one of these two positions using specific points and examples from the video
The Merchants of Cool. They are pretty much a leading role in socialization because every teen wants to be cool and they make cool.The merchants of Cool are the leading role because they send back the image the teens send to them. What the teens show them is what they try to market and send out.