Merchants of Cool

The symbiotic relationship that teens have with corporations was an interesting viewpoint that I have not taken into consideration. Companies interview teens on what is "cool" while they profit from the teens. On the other hand, teenagers get a sense of identity and belonging when they participate in popular culture. This material benefit that companies gain while the intangible emotional gains that teens get is interesting because it clearly represents what is important for both demographics. Teenagers want to "fit in" while companies are all about making a quick buck. The way that companies do this, through being "authentic" and "anti-marketing", is prevalent in today's media as well. The only difference is that it is more absurd and promotes a non-sequitor kind of comedy. The Grant Hill and Lebron James Sprite commercials do the same thing in that they're "anti-marketing". However, Lebron's commercial does random comedy via jump cuts and absurd jokes, such as Lil Yachty in an ice cavern playing the piano. I thought that this just highlights the changing humor of the generations while still maintaining the "anti-marketing" marketing strategy that youth culture love and take for granted.