Chuck Klosterman and Cereal Commercials

Chuck Klosterman looks at Cereal Commericals to view how the exclusion of Cereal Mascots from partiticpating in the actitivies of the main scream (i.e the kids in the commercial) subtely influence our society's definintion of cool from a young age. For Klosterman, to be cool in this society something must be exclusionary. Klosterman's idea of "exclusionary cool" is to possess something that other people want, but is in a limited amount. Technically, "exclusionary cool" means to own something that only a limited amount of people may own, making others who want but cannot have it, envious.
The idea of exclusionary cool creates artifical demand on consumers in society. Us, the consumers, are easily drawn in by trends that surround us. We see something; we want it. With new trends constantly being set out, a demand is put on the producers (corporations), to continue to "create" new trends, where then individuals in society technically market those trends by buying them, making others want them as well. To be "exclusionary cool", products are in constant demand, so the item or brand stays original.
Within Winston Churchill, I tend to notice that most people are cliqued together by culture and race. You can walk down the halls, and see people grouped together mainly by their race. The Tamils, Indians, Asians, West Indians, African Americans, you name it we got it. Grouping together by race discloses everyone else outside the culture. Within a group of black youth, it's not very common to see white folks amongst them. Why? Culture and ethnic backround gives a person identity, some more than others. Cliquing together based on culture is common. Within the clique, individuals are able to relate and assosciate with one another mainly because they're very similar in the sense how they were raised, the language they speak, the shows they watch and music they listen too. These group of individuals do a fine job of defining themselves by assosciating usually with only one another, disclosing their group to only those of their culture. Speaking in their language, staying together, you honestly feel completely
foriegn walking by them. If you're not part of a group's culture, you dont exactly "fit into their mold".