Discussion Questions - WhattoKnow TheMerchantsofCool 1 Why...

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What to Know:  “The Merchants of Cool” 1. Why has corporate America targeted teenagers? They have disposable income and want to spend their money, huge demographic (larger than baby boomer market) 2. What does Robert McChesney mean when he calls teenagers “Africa”? The generation… Most studied generation in history 3. To what extent is a typical American teenager exposed to advertisements? 3000 discreet advertisements a day; 10 million by the time they’re 18 4. What does “cool hunting” mean? Why is it important for corporate America? Search for a certain personality 5. How do cool hunters work? What techniques do they use? Go to where the teenagers go, document styles/tendencies/etc., speak with them to learn what is cool, etc. 6. According to Douglas Rushkoff, “the paradox of ‘cool hunting’ is that it kills what it finds.” Why? Once cool becomes corporate, it loses its “coolness” because what is “cool” is what is not corporate 7.
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