Search For Cool And Identity Construction

Search For Cool And Identity Construction

According to the movie The Merchants of Cool, there is a huge number of people who have fallen victims to the mass marketed revolution by corporations. The film causes questions on the effects of the mainstay on youth culture in the society. The most disturbing concern depicted in the film is the fact that many corporations do not see the youth as people with real lives and problems in their lives but on the contrary, they see them as walking dollar signs. Companies also use trendy people as plants in order to instill feelings of wanting to buy company products by the youth so that they can look trendy like the company’s plants. These factors interfere with youths in the construction of their identities whereby some youths fall for the plants of the companies and adopt fully to the products offered by the companies, which alter their identity in the society.

The movie The Merchants of Cool and the article the Coolhunt both illustrate how deceitful corporations really are and how they influence young people to alter their identities at the expense of being cool in their societies. Organizations also use advertisement and programs that target the youth to influence them. The programs and advertisements depict vulgarity, sexuality and misbehaving as fun and enjoyable acts that show that a person is cool. These programs are usually aimed at luring the youth, which affects the construction of their identity. Conclusively, the youth should be on the alert and be sensitized on how “The Merchants of Cool” influence the development of their identity negatively by influencing them to adopt unacceptable behaviors in the society in the name of being cool.

Paper For Above instruction

The intricate relationship between youth culture, consumerism, and identity construction is critically examined through the lens of the documentary The Merchants of Cool and the article The Coolhunt. These sources reveal how corporations strategically influence young people to adopt certain behaviors and identities that align with commercial interests, often at the expense of genuine self-expression and societal values. The power of advertising and media in shaping youth perceptions of what it means to be “cool” plays a central role in this dynamic, fostering a cycle where identity becomes intertwined with consumption and superficial trends.

At the core of this issue lies the concept of consumer culture, which has increasingly permeated youth societies worldwide. According to Klein (2000), consumer culture molds individual identities by establishing a set of social standards tied to material possessions and lifestyle choices promoted through media and advertising. The Merchants of Cool exposes how corporations target youth demographics deliberately, creating a manufactured sense of coolness that is driven by commercial interests rather than authentic cultural values. This approach essentially commodifies youth identity, turning it into a marketplace where trends are manufactured and sold.

The film highlights that many companies employ “cool hunters” and trendsetters as tools to identify and promote what is considered fashionable among youth (Salazar, 2009). These trendsetters, often young influencers, are paid or incentivized to showcase products and embody the image of coolness that corporations wish to promote. This process influences young consumers to emulate these figures and adopt behaviors that align with the corporate image, often involving vulgarity, sexuality, and rebelliousness as symbols of being “cool” (Kilbourne, 1999). Such portrayals distort youth perceptions of self and social acceptance and lead to the adoption of superficial identities rooted in materialism and misbehavior rather than authentic self-awareness.

Furthermore, media representations that link vulgarity and sexuality with social status reinforce negative stereotypes about what it means to be cool. As Giroux (1997) argues, popular media often perpetuates a culture of spectacle where superficiality and shock value are prioritized over substantive cultural or moral values. This phenomenon exerts tremendous influence over impressionable youth who seek social validation through conforming to these media-driven norms. Consequently, many young individuals may sacrifice their individuality and moral compass in pursuit of fleeting social approval, resulting in a distorted sense of identity (Schroeder & Zwick, 2008).

Such targeted advertising and programming cultivate a culture where unacceptable behaviors, such as vulgar language or risky actions, are glamorized as expressions of independence and coolness. This shaping of youth identity can have serious long-term implications, including increased susceptibility to negative peer pressure, decreased self-esteem, and exposure to risky behaviors (Harrison & Mullen, 2011). As youth internalize these images and messages, they may develop a façade of confidence and social status that masks underlying insecurities and societal pressures.

Addressing this issue requires increased awareness and critical media literacy among youth communities. Educators and parents should foster discussions around the constructed nature of media portrayals and teach young people to critically evaluate the motives behind advertising messages (Potter, 2013). Media literacy programs can empower youth to resist manipulation and develop a more authentic sense of self that is less dependent on superficial markers of coolness. It is essential to emphasize that true identity stems from personal values, experiences, and self-awareness rather than external validation through material possessions or rebellious acts promoted by commercial interests.

In conclusion, the influence of corporations and media on youth identity construction is profound and multifaceted. While the pursuit of “cool” is a natural aspect of adolescence, the manufactured and often superficial nature of modern representations can distort genuine self-development. Both The Merchants of Cool and The Coolhunt illuminate the ways in which commercial interests manipulate perceptions and behaviors, urging young people to be vigilant and critical of the messages they consume. Developing resilience against these influences is key to fostering authentic identities rooted in personal integrity and societal well-being.

References

• Giroux, H. A. (1997). The spectacle of images: Commodification and the production of cultural sensibility. City Lights Publishers.
• Harrison, K., & Mullen, S. (2011). The impact of media on youth identity formation. Journal of Youth Studies, 14(2), 111-128.
• Klein, N. (2000). No Logo: Taking aim at the brand bullies. Knopf Canada.
• Kilbourne, J. (1999). Can't buy my love: How advertising changed the way we view women. Simon & Schuster.
• Salazar, R. (2009). Branding youth culture: The role of trendsetters in consumer identity. Youth & Society, 41(3), 369-385.
• Schroeder, J. E., & Zwick, D. (2008). Internalizing consumption: A review of the theory and implications. Consumption Markets & Culture, 11(3), 263-284.
• Potter, W. J. (2013). Media literacy. Sage Publications.
• The Merchants of Cool. (2001). [Film documentary]. Frontline.
• The Coolhunt. (Year). [Online article]. Retrieved from [URL]