TRENDSPOTTING DISCUSSION GUIDE AND LESSON PLAN
[download the pdf]
OBJECTIVE:
This discussion guide and lesson plan are designed to introduce your students
to the marketing practice known as “trendspotting” or “cool
hunting.” The practice involves the hiring of teenage informants to
spy on their peers and report back to marketers the latest trends in teen
culture.
DISCUSSION GUIDE
Explore with your students the “Trendspotting” section on CultureSpy.com.
Make sure to read the text and view the video clips with them. Next, discuss
with your students the implication of trendspotting marketing techniques.
Use the following questions as a roadmap for the class discussion:
• Is it really possible to sell “cool”?
• Do you think that trendspotting and cool hunting are ethical practices?
Why or why not?
• Are companies that participate in cool hunting practices stealing
teen culture?
• What benefit do teens get when their culture is packaged, marketed
and sold back to them?
• Do teens copy the fashions and styles they see in the media or does
the media copy the fashions and styles of teenagers? Or is it a little of
both?
• Can you think of any clothing products or accessories that could
have been the result or trendspotting?
• Do you think you would like to work as a trendspotter or cool hunter?
• What kind of skills do you think you need to be a successful trendspotter?
TRENDSPOTTING LESSON
If your students have access to video cameras and a VCR you can build upon
the discussion by conducting the following lesson that is designed to give
them firsthand experience in the practice of trendspotting.
LENGTH OF TIME: 5 class periods
MATERIALS NEEDED: camcorders and VCR. If camcorders are not available still
cameras can be used in their place.
LESSON
Class 1
Take your class on a fieldtrip to a location where many so-called “cool”
teenagers congregate, such as a skateboard park. If this is cost prohibitive
or logistically impossible, schedule this class to coincide with a large
school event or gathering such as a pep rally, sporting event, school concert,
etc. There, have the students document their peers using video cameras.
The nature of the research will be open ended, with the teen observers asking
their peers no specific questions. They are simply there to observe their
peers and gather video footage of them. They should, however, pay special
attention to capturing clothing, hairstyles on tape. They will be required
to inform their peers of the purpose of the observation. This process mimics
the techniques practiced by marketing agencies that specialize in the teenage
population, like Tru Marketing, Look Look, and Sputnik.
Class 2
Have your class review the video footage they shot last week and start the
process of analyzing its content. Encourage the students to notice recurring
images, themes, ideas and language in the video footage. Next, have them
tabulate the recurrences of these specific words, behaviors and objects
in the video footage.
Class 3
Conduct a focus group with the students to determine what media products
they consume on a regular basis. In particular, look for media that purports
to represent teens and teen life. When the class is done, there should be
a substantial list of television shows, radio programs, music videos, CDs,
DVDs, websites, and video games. Ask each student to bring in one example
of media cited to the next class for a content analysis. If they cannot
easily get a copy of their example, do your best to bring in representative
examples yourself. Tape shows off of MTV, rent DVDs, buy teen magazines,
etc.
Class 4
Have the students analyze the examples of teen media they bring to class
in the same manner in which they analyzed the footage of the peer observations.
They will be identifying and tabulating recurring behaviors, objects and
language featured in the texts. Next, have them catalog the recurrence of
these specific items.
Class 5
Have the students compare their findings from the peer observations analysis
with their findings from the media product analysis. Have them look for
similarity of objects, behaviors and language in both sets of data and tabulate
the frequency of their recurrence. Have the class discuss their findings.
The following are questions you can use to facilitate a meaningful discussion
of the findings:
• Do teens copy what they see in the media or does the media copy
what it sees in teens?
• Do teen hairstyles, clothing trends, and slang originate on the
street or do they originate in representations of teens in the media?
• Have you ever dressed like someone you saw in the media? Why?
• Have you ever gotten your hair cut like someone you saw in the media?
Why?
• Have you ever tried to talk in the same style that you heard someone
in the media talk in? Why did you do that?