The Merchants of Cool

A couple of years ago my Seminar for New Media professor showed our class a video about the symbiotic relationship between the media and today’s youth, cool Hunting, and how the network between the five media giants operates. The following embedded video is the same show.

The Merchants of Cool: They spend their days sifting through reams of market research data. They conduct endless surveys and focus groups. They comb the streets, the schools, and the malls, hot on the trail of the “next big thing” that will snare the attention of their prey—a market segment worth an estimated $150 billion a year.

Malcolm Gladwell makes a short interviewee appearance in The Merchants of Cool and reiterates some of his thoughts from his best selling book, “The Tipping Point”.

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