"Merchants of Cool"

In Frontline's documentary, "Merchants of Cool," Douglass Rushkoff addresses what "cool" is in the media, how to find it, and how it is always changing. Obviously, trends are never permanent, because new ideas or things are always catching teenagers' attentions, and much quicker than the media can include it into advertising or entertainment programs. Although what's "cool" is always changing, it's interesting to see what has stayed and what has gone over the years.

For example, when "midriff" Britney Spears' song, "Oops!... I Did It Again" was mentioned in the documentary--as being popular from around the year 2000--everyone in the classroom knew exactly what song they were about to hear as soon as it played. For as much as what's "cool" is always changing in the media, I thought it was interesting that some music, TV programs, or celebrities like Britney Spears are still well-known and loved today, nearly seventeen years later.

On the contrary, trends can easily go out of style in a very short amount of time, as well. Take Silly Bandz, for example. When I was in fourth or fifth grade (maybe?), everyone started wearing Silly Bandz, and people grew their collections. Now, (of course I wouldn't see it within my own age group) I don't even see younger kids wearing Silly Bandz, like my friends and I did when we were their age.

I think things like these lose popularity so quickly because of how much they're advertised or praised in the media, and people no longer like something that everyone else likes, because, as we discussed in class, so many people have the need for autonomy and affiliation, which is hard to work with--media-wise.