Teenagers spend an estimated $150 billion a year in America, and an entire industry exists to find out exactly what they want to buy before they know it themselves. FRONTLINE correspondent Douglas Rushkoff goes inside that industry, sitting in on the focus groups, trend-scouting missions, and market-research sessions that media companies use to track youth culture in real time. He talks with marketers who send "cool hunters" into schools and malls to photograph what kids wear and listen to, and with executives at MTV and record labels who explain how those findings get turned into shows, videos, and ad campaigns aimed straight back at the kids who supplied them. Cultural critics push back on camera, arguing the process has stopped reflecting teen taste and started manufacturing it. The film traces this loop through specific examples in music marketing and youth television, building toward its central question: when an industry this large studies teenagers this closely, are teens shaping the culture sold to them, or is the culture shaping them?