The Midriff

In the Merchants of Cool, it discussed how different TV programs used different personalities to attract teenagers to their program. Viacom seemed to use this technique the most with their mook personality that attracted teenage boys to their program. The mook was a character that did whatever he wanted and was comedic. The mook did crazy things that any ordinary person would never do in their lifetime. During the time of the mook, another personality developed known as the midriff. The midriff targeted teenage girls. It highly sexualized the body of women as well as teenagers. Different celebrities promoted this type of personality such as Brittany Spears. The midriff wore clothing that exposed her body. The women that portrayed this type of character were very skinny and they were often white. Different body shapes and races were not promoted through this character. 

Today, the midriff is still around but it has had a much smaller reach in the past few years than it had before. Women understand now that they don't have to conform to this "ideal" character that doesn't accurately portray women's bodies. Back when the Merchants of Cool was created they weren't many women activists and the activists that were around did not have as much support as they do now. Hollywood is a prime example of the middle ground between the midriff character as well as women who are activists for women empowerment. Hollywood has opened a new chapter for women empowerment which has created a new generation of young women.