Merchants of Cool

Douglas Ruskoff, a Frontline Film. Watch it here!

Teenagers are exposed to over 3,000 ads per day, and over 10 million ads in their lifetime.

"Teenagers are the hottest consumer demographic in America. At 33 million strong, they comprise the largest generation of teens America has ever seen--larger, even, than the much-ballyhooed Baby Boom generation. Last year, America's teens spent $100 billion, while influencing their parents' spending to the tune of another $50 billion."

"It's one enclosed feedback loop," Rushkoff says. "Kids' culture and media culture are now one and the same, and it becomes impossible to tell which came first--the anger or the marketing of the anger."

"Rather than empowering youngsters, the incessant focus on their wants and desires leaves them adrift in a sea of conflicting marketing messages."