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Watch The Full Program Merchants Of Cool FRONTLINEThey spend their days sifting through reams of market research data. They. conduct endless surveys and focus groups. They comb the streets, the schools.

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They are the merchants of cool: creators and sellers of popular culture who. America. But are. And have they gone too far. America's youth?FRONTLINE correspondent Douglas Rushkoff examines the tactics, techniques, and. The Merchants of.

Cool." Produced by Barak Goodman and Rachel Dretzin, the program talks. Teenagers are the hottest consumer demographic in America. At 3. 3 million. strong, they comprise the largest generation of teens America has ever. Baby Boom generation. Last year. America's teens spent $1. But marketing to teens isn't as easy as it sounds.

Marketers have to find a. To that end, they search out the next cool thing and have adopted an almost anthropological approach to studying teens and. Take MTV. Long considered to be the arbiter of teen cool, the late 1. MTV's ratings on the wane.

To counter the slide, MTV embarked on a major teen. But what lessons do MTV and other companies draw from this exhaustive and. Does it result in a more nuanced. American teen? In "The Merchants of Cool," FRONTLINE. MTV and others have resorted to in order to hook the teen consumer.The "midriff"- -the character pitched at teenage girls, is the. Dawson's Creek and films such as Cruel Intentions.

Even more appealing to marketers is the "midriff's" male. Characterized mainly by his infantile, boorish. But also very lucrative. To appeal to the "mook," MTV has created programs. Spring Break - - a televised version of teen beach debauchery- -as. What this system does is it closely studies the young, keeps them under.

Mark Crispin Miller. And it blares it back at them relentlessly and. Of course, there is resistance to the commercial machine.

FRONTLINE takes. viewers to downtown Detroit, where media analyst Rushkoff speaks with teens at. Watch Secret Past Online Metacritic. Detroit- based Insane Clown Posse, purveyors of a genre of.

When asked to describe what appeals. Full of. profanity, violence, and misogyny, rage rock is literally a challenge thrown. But marketers have accepted the challenge: rage rock is now big business. Not only has Insane Clown Posse become mainstream, but much bigger acts like. Eminem and Limp Bizkit are breaking sales records and winning industry accolades in the form of Grammy nominations and other mainstream music awards.In "The Merchants of Cool," correspondent Rushkoff details how MTV and.

Limp Bizkit- -despite. But in doing so, critics ask, is MTV truly reflecting the desires of today's. In today's media- saturated environment, such questions, it seems, are. It's one enclosed feedback loop," Rushkoff says. Kids' culture and media. Therein lies the danger of today's teen- driven economy, observers say: As. TV executives to movie producers besieges.

Rather than empowering. Kids feel frustrated and lonely today because they are encouraged to feel.

Miller tells FRONTLINE. You know, advertising has always sold.

It's always telling them. But I don't think anybody, deep down, really feels cool enough, ever."And as more and more teens look to the media to define what they should think.

Even though I work at MTV.. I am starting to see the world more like someone. Brian Graden, the. And I can't help but be worried that we. And that there is no amount of. FRONTLINE · wgbh · pbs online. WGBH educational foundation. Watch The Last Showing HD 1080P.

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