Monika

"Cool enables us to live with uncertainty and lowered expectations by concentrating on present pleasures. In short, when the going gets tough, the cool go shopping."
I think that "cool" is a diversion from what is really important. Instead of bombarding us with good values and morals, our culture is constantly being modeled on the wrong ideal.

In Tibet, a mostly Buddhist country (I've recently heard from a Tibetian that it doesn't exist anymore because of the Chinese Communist Army's destruction of it) has bilboards and advertisements that say: "Be kind to one another" or "Help your neighbor" instead of our ubiquitous materialistic propaganda and dictation of which music tracks are the hottest or which T.V. show has the highest ratings (because it is "that cool"). If we compare ourselves with the Tibetians, we would be a morally lacking culture. The Tibetian culture is primarily based on spirituality and good morals. Religion is their life. Their religion is, essentially, kindness, and they actually practice what they preach. They probably don't care about being in fashion, or what's the hottest new reality show because their culture is not centered on it like ours is.

And let's not underestimate the driving force of the media (I talk about the media too much). "Far from creating cool, TV produces images and programs for teens that reinforce already forged models of coolness." this also brings to mind the 100th Monkey Theory. After so many people start wearing a particular trend, brand, or using a particular electronic device (iPod) for example, it automatically becomes "cool," but it takes that "100th monkey", metaphorically speaking. It is the masses and "follow the crowd" mindset that makes people fear standing out. It is too dangerous to be different, and maybe it goes back to cavemen times when in order to ensure survival one had to conform. After all, nobody likes freaks.