The Modern Mook
A topic discussed in the documentary "Merchants of Cool" by Frontline is the concept of the "mook," or a male entertainment figure who is crude, obnoxious, and disgusting. In class, we discussed briefly how Logan Paul and Jake Paul, the YouTube sensation brothers pictured above, are perfect examples of the "mook" character. However, there are definite differences between them and the mooks in the documentary, and that displays an evolution in what is focused on in male-targeted entertainment.
In "Merchants of Cool" there were clips from various television shows depicting the traditional "mook." In all of them, there was something inherently disgusting. One, in particular, displayed a man snorkeling in human excrement. This appeal to the average person's gag reflex is not something commonly found in today's media if we're using the Paul brothers' videos as a base. Do they follow the guidelines of being loud and obnoxious? Absolutely. But it is inaccurate to say that they display Frontline's "mook" characteristic of being disgusting, at least in the sense of being vomit-inducing.
But what is replacing this aspect of disgust in the modern "mook" character is the display of wealth and destruction. While destruction could go hand-in-hand with being obnoxious, it is making much more of an appearance, one example being Jake Paul taking spray paint and a sledgehammer to the walls of his house (which he has now moved out of). But we also see time and time again the undeniable bragging about and display of wealth. Through showing off Rolex watches and customizing Lamborghinis Logan and Jake Paul never fail to fit into the description of what I would consider the "modern mook." But this change from disgust to wealth in what defines a "mook" shows us something about what current boys are interested in, or at least thought to be interested in.
This evolution of the "mook" shows us that perhaps once again society is depicting men as the bread-winners. Focusing on wealth and luxury in a character specifically meant for consumption by boys spreads the clear message that it is men who should be successful and make money. Perhaps it is unintentional and just a reflection of the egotistical nature of the people headlining the current male-directed portion of the entertainment industry. But regardless of how it came about, it is clear that the "mook" has developed into something different than what Frontline reported, and that this change brings with it important messages about modern society.
Very interesting comparison between the "modern mook" and the mook displayed in the documentary. I completely agree with everything you wrote about in this post. It's unfortunate that those YouTubers are role models to some children for this very reason. No one should grow up thinking that this is the proper way to act. Do you think the mook will keep evolving as time goes on? Can it get any worse?
ReplyDeleteI think that the mook character will definitely keep changing because characters in entertainment are meant to entertain their specific audience. As time goes on society will definitely change, and if we’re discussing boys as an audience, how they act will definitely change. So I think that what defines a mook will evolve, but if it gets any worse it will be a reflection of boys’ role in society. So maybe it will worsen, maybe it won’t, it depends on the course of history in my opinion.
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