May 24, 2017
Blog Response: Film: Merchants of Cool
This documentary
touches on the marketing strategies used to attract teens in media. Teenagers
are the hottest consumer demographic, but also one of the most difficult
audiences to tend to because they follow forever-changing trends. The MTV
channel, television shows, and films are used as examples that appeal to teens'
desires of fashion, music, and sex. Producers also use media to manipulate what
they want teens to think is "cool", a process coined as
"feedback loop". I found the concepts in this video to be relevant,
but I think the context was pretty irrelevant in terms of ASA. Most of the
people in the video were white and the footage they showed was very
stereotypical of movies. The way the film was shot didn't feel natural and felt
very forced and cliché. The film was also shot in a time period and in
locations that aren't relatable to present-day students. It was a little hard
to believe if what they were presenting was real information. The documentary
was overall pretty silly, but I think the takeaways were still important. It's
good to know how the media manipulates the youth so we can avoid being robots
in a consumerist society.
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