Media theorist Douglas Rushkoff investigates how corporations study, package, and sell teenage identity back to teenagers. Frontline cameras follow marketing executives at MTV and Sprite as they send researchers into malls and bedrooms to track slang, fashion, and music tastes before they break into the mainstream, then feed those findings straight into ad campaigns and programming decisions. The film introduces the industry's own shorthand for its targets, the "mook" and the "midriff," archetypes built from focus-group data and sold back through shows like Jackass and magazines aimed at teenage girls. Rushkoff interviews the marketers themselves, who describe their work with striking candor, alongside media critics who argue the feedback loop has stopped reflecting youth culture and started manufacturing it. Cool hunters, trend consultants, and network executives all get screen time explaining how a subculture gets identified, tested, and turned into a product line within months. The result is a portrait of a closed loop, where rebellion, sex, and authenticity become the raw material for the next advertising cycle.