- Teenagers have a lot of disposable income and the Media are happy to make products which they want to buy
- Objectified by the Media
- 3, 000 advertising messages a day, and 10, 000, 000 by the time they're 18
- "More money to spend and more choice in terms of how to spend it"
"Most studied generation of history"
"Teens are like Africa"
"A blizzard of brands targeting the same teens"
"Stubborn demographic"
"One thing they respond to: Cool"
"Look for the 20% Trendsetters who will influence the other 80%"
"Culture spies" = Correspondents who look for Trendsetters
Paradox of Cool Hunting is that once found, it is eventually killed
- "By discovering Cool, Cool has to move onto to the next thing"
- Kids see marketers as the enemy
- First rule of Cool - Don't let them see marketing
MTV
F-Nography Study - About studying teenagers as people or as customers?
The "Mook" - A character, rude, loud and obnoxious
"Most buyable creation"
No longer trying to understand teenagers to make them happier and design products for them… Rather studying them to learn how best to pitch their products to the market
Media spit out another type for females: the "Midriff"
- Prematurely adult
- He (Mook) is crude, She (Midriff) is a sex-obsessed
- E.g. Brittany Spears
Americanisation of British Youth Culture
"It's one enclosed feedback loop," Rushkoff says. "Kids' culture and media culture are now one and the same, and it becomes impossible to tell which came first - the anger or the marketing of the anger"
"Is it possible to be a Non-Post Modernist teenagers?"
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