I do think that teenagers have control over what is "cool". Each person has their own view on what "cool" really is, whether or not it's going out to parties or just staying home to study, because "cool" is what one makes of it. Something isn't created "cool". It's "cool" because of who makes it cool. I have excepted the main idea of Merchants of Cool, but I dont necessarily think that the media CONTROLS what teens think is cool... But it does incourage certain images of "cool".