Homework: Watch and Respond
1.“The
paradox of “cool hunting” is that it kills what it finds.” - Douglas Rushkoff
What are the implications of cool hunting for the development of new ideas, new music, new art forms, etc.?
What are the implications of cool hunting for the development of new ideas, new music, new art forms, etc.?
2.“The Merchants of Cool” describes
the practice of “under-the-radar” marketing, including hiring teens to log-on
to chat rooms to talk up bands and recruiting college freshman to throw campus
parties where they distribute marketing materials. Ironically, marketers have
justified “stealth” marketing as necessary because teens have become more media
savvy. Do you think that “stealth” techniques are ethical? If a marketer
offered you money to log-on to chat rooms or throw a party, would you?
3.As “The Merchants of Cool” shows,
Sprite’s success with the youth culture was created, in part, by intertwining
the marketing of Sprite with Viacom’s interests in broadcasting and other
media. Look at how a new film or the latest release from a popular band are
promoted. Are there links between appearances or performances by stars and the
producers, sponsors, and broadcasters of those shows? If so, does discovering
those links influence your opinion of the film or the artist? Why or why not?
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