The changing of cool - Essay Example

To be intelligent and creative is cool and does have to be a huge thing, it could just be intelligent and creative to your own life, career or anything. It’s now the time that one becomes the cool maker in other words 'The Merchants of cool', such as Mark Zuckerberg who is the creator of Facebook, Steve Jobs who is the creator of Apple or Marc Jacobs etc. It is now the time to change the cool and the mentality of people especially teenagers so that we can have new people like Steve Jobs and Zuckerberg rising; now this is going to be cool in real essence.

Due to this ‘being cool’ phenomenon most teenagers are actually losing their individuality to compete with the ever growing modernism and coolness. As Fromm said, if men and women discovered to take up their own conscious selves, completely and freely then they would discover that they are no more alone: they would have themselves for organization. Once one has organization one can experience harmless or benign toward others. For Fromm, it was the only answer to the problem of the alienated people in regards to today's modernism.

The only factor which can preserve mankind right now from its own soul destroying solitude is a person's capability to occupy what is known as the "authentic" self. If you obtain authenticity, you would be compensated with the inner serenity which is necessary to become a free agent. We are now residing in a place where “economic, public and governmental circumstances do not provide a foundation for the understanding of personality.” So now if we need our authenticity and individuality back we need to work on it ourselves.

Intellectuals have said that they just had one thing which is consumerism. The desire of life goods—escapist conformism—would etherize the unrealized starvation for a authentic self. (Boston Review 2013) As discussed earlier, we should look into what the 'makers of cool' do and how they do that which makes the youth of today so crazy that for them 'being cool' is the top most thing. So frontline did a survey on 'The merchants of cool' , the makers and suppliers of well-known modern lifestyle are the people who have actually made the young people the most well-known customer market in the United States.

But the question arises that are these people simply showing teenager wishes or have they started to produce those wishes themselves in a bid to protect this profitable market? And have these people cross the line in their effort to achieve the wishes and money of the youth? Douglass Rushkoff, the frontline reporter, investigates the tactics, methods, and public consequences of these promotion moguls in "The Merchants of cool" survey made by Barak Goodman and Rachel Dretzin, the programs talks with all the top marketers, press professionals and cultural/media experts, and examines the union connection between the press and contemporary young people, because in a way each looks to the other for its identification.

Teenagers are the most sought after customers in the market. In a year, The United Sate's young people invested about 100 billion dollars, while influencing their parents’ to invest another 50 billion dollars. But it is not that easy as it