Merchants of Cool: The Sexualizing of Young Girls

In the Frontline documentary Merchants of Cool, the world of pop culture and how it relates to teenagers is explored. The creators of this program have a very distinct message: teenagers are being heavily influenced by what the media says is "cool". These companies advertising to teenagers are telling them what the path to popularity is, and wouldn't you know, that path leads straight to some kind of consumer good like clothing, music, or soft drinks.

In the documentary, they use the example of the stereotype called "the midriff". This is a girl who's flat, tan stomach is revealed by her short designer cut-off t-shirt. This stereotype is typified by pop culture icon Brittney Spears. So what kind of message is Brittney sending teenagers? She is not only selling sex and being thin, her choices are preying on these girls' insecurities simply to sell Pepsi. "Maybe if I drink Pepsi, I'll look like those models or Brittney Spears." Obviously, we know this is an absolute falsehood.

In addition, the advertisements are trying to convince teenagers that sex is "cool". For example, in the documentary the filmmakers followed a thirteen-year-old girl with high hopes of making it in the modeling industry. After a long day of parading around for judges and scouts, the girl goes to a party to dance and have fun. When the cameramen catch up with her at the party, she is dancing with an unnamed boy and it seems as if she increases the sexuality in her dance moves the longer the camera stays.

So where did she learn this type of dancing? Probably from the latest rap video in which a man is surrounded by tens of beautiful women, at his beck and call. This type of display tells girls it is ok to be gain a man's attention by flaunting your sexuality in place of personality; in fact, that is the only way to get his attention. Perhaps this is why girls loose their virginity earlier and earlier with each generation; it is not "cool" to be modest and moral.

The documentary asks whether media is just mirroring the behaviors that teens naturally take on. Certainly, no parent raised his or her child to think showing skin and dancing provocatively was correct behavior. Perhaps friends play a part in learning these behaviors, but then where did they learn it? Where could they have learned it besides the media?