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PBS: Merchants of Cool
Directions: Answer the questions as you watch each segment of this video. If you are absent, go
to this video link to complete the packet.
Video Link: http://www.pbs.org/wgbh/pages/frontline/shows/cool/view/
Before video:
What is popular culture?
How is what’s cool or a trend determined?
What evidence in your own life do you see of popular culture? (music, movies, shows, clothing,
etc.)
Part 1- Hunting for Cool (10:04 min)
1. What does every teen generation do to cultural standards?
2. What is the purpose of a focus group?
3. How many advertisements does a teen screen on an average day in 2001? Do you think it
is more or less today and why?
4. Why is this area of the market frustrating or challenging?
5. What is cool hunting? How does it work?
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6. Discovering cool causes cool to die. Why?
Reflection: Do you think methods used around 2001, still apply to exposing “cool culture”
today? If so, how? What new methods do you think have been adopted in the hunt for “cool
culture” taking into consideration changes in technology and media in the last decade? (5-7 sent.)
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Part 2: Under the Radar Marketing (5:53 min)
1. Why did spirit have issues being culturally popular in the 90’s? What turned it
around?
2. What was the vehicle for spirit to move forward?
3. Why don’t regular campaign’s work anymore?
4. How many companies are responsible for selling cool?
5. If the “cool market” is like the British Empire in the 1700 &1800s, then teens are like
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Part 3: MTV Machine (12:28 min)
1. When MTV launched, what was their basis for programming?
2. How was the show TRL trying to connect with teens in a new way?
3. Why does MTV visit kids in their homes?
4. What happens to all the research MTV does?
5. Who is the Mook and where can you see him?
6. What does the network see John as? (the teenager)
7. Why do you think WWF is the #1 entertainment for teen boys in the early 2000’s?
Reflection: What shows do you see MTV putting out these days represents “cool culture”? What
about these shows appeals to or represents popular culture? (5-7 sentences)
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Part 4: The Midriff (5:25 min)
1. What is advertised as a girl’s best asset?
Reflection: What does the Midriff represent or say about teen culture? Answer this covering both
gender perspectives. (5-7 sentences)
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Part 5: The Giant Feedback Loop (8:52 min)
1. What was the WB’s slogan?
2. Why does the story line in Dawson’s Creeks 1st episode create such reaction? Why is the
reaction between teens and parents probably very different?
3. Do you think the rating of a movie has something to do with the appeal to watch it as a
middle/young high school student? Why?
Reflection: Do you think TV mirrors real life or the other way around? Who is mirroring who?
(5-7 sentences)
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Reflection after video:
What evidence do you see in your own life of the influence of popular culture?
What shows, music, clothing, etc. do you have or participate in, that you think is a reflection of
the influence of popular or “cool” culture in your life?
Are the above examples similar or different from the ones you listed before watching the video?
Which ones are the same/ different? (Look on the first page)
Think of your favorite show, song, or piece of clothing. What, where and/or who exposed you
first to this?
Does the above personal example fit in any way into the trend cycle developed by Merchants of
Cool? Why?
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What are Elements of popular culture today? List 2-3 examples of each part of elements of
culture to represent popular culture in the U.S.A.
Symbols:
Language: (don’t say English) (example would be slang terms)
Values:
Beliefs:
Norms:
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