Peer Review

Merchants of Cool

Material Detail page

Reviewed:: Dec 31, 2007 by Business

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Ratings

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Content Quality:

Effectiveness:

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Overview:: This is an online report by the Public Broadcasting Service (PBS) which examines the relationship between the media and teenagers in the USA. Themes such as the dominance of five big global companies, lack of adults influence, effects on children and the coarsening of culture are discussed. There are transcripts of interviews with a sample of young people, on their reactions to this report. Users can also access the 53 minute FRONTLINE program, divided into consecutive segments.
Type of Material:: Reference material--video and text
Recommended Uses:: The material can be used both in and out of the classroom to facilitate either individual or group work. There are video spots that would be very appropriate during lectures or presentations and certainly could facilitate class discussion and presentation. Additionally, the website can be used as material for an online course. This material is presented as informational, not with any particular recommended pedagogical use. Instructors could creatively use this site in a number of ways depending upon course objectives.
Technical Requirements:: Students will need a computer with a high speed Internet connection, web browser and media software such as Windows Media or RealPlayer to view the material.
Identify Major Learning Goals:: In this program, PBS attempts to provide audiences with a perspective of the relationship between youth and media in the United States while considering their influence on culture. Included are interviews with marketers, media executives, youth and cultural critics. Dependent upon the instructor. An instructor could develop a variety of assignments with different learning goals using this material.
Target Student Population:: Upper level undergraduate or graduate students. One note: While the entire video was aired on PBS, the material in segments 5 & 6 are a bit graphic in sexual and language content. Depending upon the student population, a warning might be in order before assigning or showing this material in class. This site would be useful in general marketing, consumer behavior, advertising, integrated marketing communications, and/or promotion/communications courses
Prerequisite Knowledge or Skills:: None

Content Quality

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Strengths:: This professionally produced Frontline program is very well done as one might expect from a PBS production. The explanatory material that supplements the video, provides fruitful discussion topics as teens react to the program and additional topics, such as the corporate role, are explored. The video program is divided into 6 chapters which can be used individually or sequentially. Although this program was developed from a media perspective, the resources provided at this website are versatile and can be used in a variety of courses (principles of marketing, advertising, integrated marketing communications, promotion). Topics range from media to its influence on culture, youth, adults, and the relationship of all these groups and factors on each other. This site would also be a useful resource for a marketing research class, as students could explore how field research is conducted by the organization Look Look. This site would be well suited to accompany study in an online course, as all resources are available online.
Concerns:: Material in segments 5 & 6 are a bit graphic in sexual and language content. Depending upon the student population, a warning might be in order before assigning or showing this material in class. While the video program is well-done, some of the supplemental material is not as deep or meaty. The transcripts are less impactful than the professionally produced video. The material is developed from a media perspective, so instructors will need to provide any relevant theoretical marketing foundations. The presentation of the material may be overwhelming to users, and could certainly be improved with the direction and guidance of an instructor. The topics are interesting and certainly relevant; most of the information provided, however, seems to be grounded in the field experience versus scholarship and academic research. Instructors should provide guidance in selecting site material for students to read and discuss. There is some correspondence provided by Doug Rushkoff, an academic and author from NYU, who provides more of a theoretical perspective on the material.

Potential Effectiveness as a Teaching Tool

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Strengths:: This site is designed to provide students with perspective on the role media plays in the development of our youth and culture. The resources provided via the site would be extremely useful and appropriate for any type of marketing, consumer behavior, advertising and/or promotion course. There is an educators section which provides ideas for incorporating this material in to the curriculum for a variety of teaching levels. Also included are a number of activities related to the topic which will generate interest and discussion amongst students. One of the best features of this site is the discussion forum provided. Students and users can actually read and participate in discussion with people from around the globe on this multi-faceted topic. As example of companies' concern for understanding their target audience, this well-done material will get students' attention and engages them.
Concerns:: The material is somewhat limited in scope (by design of the PBS program)--it profiles one segment of consumers for the purpose of understanding "cool". Educators could use this site to complement existing course material, however, they should be aware of the fact that, again, this site has been developed from a media perspective and instructors will need to provide theoretical background dependent upon the type of course they are teaching. Much of the material is generated from the field and corporate experience versus academic research and theory. Instructors must also provide students with some frame of reference in evaluating this material. For example, students must be aware of how these teens were selected to participate in this research. Is there some distinction made between teens and children? How is cool defined? Why? Of course these same questions could provide great segueway to theoretical discussions.

Ease of Use for Both Students and Faculty

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Strengths:: This is where the site shines. Students will be engaged in and responsive to the topics discussed via the program and the site. The site is very well-designed and provides real world glimpses of youth, media and issues related to these topics. The site is versatile and includes a variety of topics which could be adapted to different courses. Students and instructors could apply the material in or outside of class to explore topics and develop exercises or projects. Many of the resources certainly could facilitate team work as well. The site is visually appealing and entertaining. The material as presented can be shown easily. The site is very accessible and convenient to navigate.
Concerns:: The instructor will need to design his/her specific assignment for use in a class. No guidance is offered for adopting this into the classroom. he site may be overwhelming in that the topics are not organized according to any particular discipline. Users would need some guidance as to which topics may be useful or applicable to their needs. Otherwise, users could spend many hours attempting to navigate the site material.

Other Issues and Comments:: With creativity, this material provides a great case study in market research and the importance of understanding customers. In addition, ethical issues and the role of marketing in society could be explored.
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