Jeff Rice Intros the book Writing About Cool, a textbook which models examples of hypertext and how writing it is influenced on the World Wide Web through pop culture.
Chapter One
Rice defines “cool” as a perception, thought by many as rebellious, independent of society’s rules, and popular thoughts contained by the mainstream. He provides some history of what the internet was intended for. During the 1960’s people thought the internet would allow thoughts and ideas to be freely viewed without regulation therefore dismissing hierarchies. Rice explores why people writing for the web use the word cool to describe their services via electronic culture. Furthermore he introduces the usage of advertisement, product associations, and how they apply to the current cool generation.
Chapter Two
The focus of this chapter relates directly on consumerism. Displaying the development of a virtual community, and how sharing information spawned off the utopia idea. It’s interesting how readers are persuaded without direct knowledge that they are being targeted. Marketing affects many of our decisions and after surfing through some of the sites he recommends it became case and point. The economic relationships are intertwined in our daily living and are well thought out in advance.
Chapter Three
Advertising through various Medias have been making tremendous strides. The public attitudes are shaped by what they see celebrities wearing, doing, or buying. Icons are such a huge deal companies pay outrageous amounts to become the next Tommy Hilfiger or Nike association. It really becomes a sense of status, which provides a sense of belonging. He makes a good point with the Nike example, demonstrating the desire to wear whatever the superstar of the moment is wearing. Icons are symbols that allow us to connect with each other without saying a word. That’s cool right?
Chapter Four
This chapter focuses on what drives youth to buy certain products. It demonstrates corporate production and how our youth is intentionally targeted. Rice uses examples of Sprite ad’s and how companies tie together a mutually rewarding partnership. Their strategy for marketing consists of trickery to get teens to increase their purchasing power. Rice covers how the exploitation of teenagers is being utilized to create a cool projection.
Chapter Five
Rice explains interpellation as an advertising tool to manipulate ideas in the mainstream and making them seem natural. It shows how appropriation and writing creates a dominant way of thinking. Cultural Jamming uses images to rework their ideas and give shock value. He draws attention to how disillusionment in billboards and web pages are enticing curiosity. Finally, he brings in Ad busters, which are spoofs that encourage the audience to generate new thoughts on products
Merchants of Cool
I loved the video; it was very informational and tied in nicely with some of my education classes that are covering self image and the teens of today. I thought the video showed a great example of how marketing works and the motives behind many influential companies. It goes to show what you see is not actually what you get. So much marketing goes into every ad, new show, and CD being produced. Are we being brainwashed to some extent? Sex sells, violence sells, and values are not deal breakers.
