comm review test 1 - Comm Review Test 1 Merchants of Cool...

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Comm Review Test 1 Merchants of Cool - find trendsetters, industry people explode the trend, then kills the “cool” - can’t catch it unless you’re ahead of it - problem with sprite in the 90s - over advertised, got played out - uniting a brand with a culture- sprite and hip hop are now associated - 18-24 (18- 34) years old = coveted demographic, most targeted because of disposable income on music, clothes, entertainment - this is when we become brand conscious and brand loyal - MTV studies this demographic closely because it tells them what they need within what they already have o Cultivating desires- market what they already have - Mook- gross guy, immature, interested in women and sex, self destructive behavior for humor (ex- Jackass) - Midriff - female obsessed with what people think (guys) sexual object and proud - These are media constructions- indications simplified, stereotyped - What we see shapes how we act and what we do (feedback loop- we are midriffs so we want to see them, and when we see them we want to be them) - mass- large group of people that has 2 important characteristics- heterogeneous or diverse, and anonymous to each other (no feedback to the producer) - in mass mediated communications, people have no feedback to producers. Letter to editor= like drop in the bucket - only way a mass can exist is in the context of mass mediated communications (digital media doesn’t count- comments on facebook posts are direct feedback) -
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