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SHARON LEE, Teen Market Researcher: They're given a lot of what we call guilt money. Why don't you go on line and buy something because I can't spend time with you? And I think you can pretty much take that to the bank.

To the 310 million monthly active Snapchat users, many of whom are in their teens and early 20s: Sorry, but old people are about to crash your party. And that is exactly why the app is exploding in use, even recently overtaking Twitter in terms of daily users.But Snapchat has a flaw: Recipients can take a screen shot of any image sent to them, defeating the 10-second rule.Merchants of Cool Program #1911 Original Airdate: February 27, 2001 Produced by Barak Goodman and Rachel Dretzin Directed by Barak Goodman Written by Rachel Dretzin Correspondent and Consulting Producer Douglas Rushkoff ANNOUNCER: They want to be cool. ANNOUNCER: MTV, Madison Avenue and the dream makers of Hollywood have targeted our teenagers. of Illinois: They look at the teen market as part of this massive empire that they're colonizing. ANNOUNCER: They are the most studied generation in history. ANNOUNCER: Tonight, author and media critic Douglass Rushkoff takes a journey through the complex world of buying and selling cool. For today's teens, a walk in the street may as well be a stroll through the mall.We are mobile friendly and fully compatible with all devices.For our friends using smartphones and tablets, you can interact through our software by visiting the Mobile chatroom below.MARK CRISPIN-MILLER, Communications Professor, NYU: They're going to do whatever they think works the fastest and with the most people, which means that they will drag standards down. A typical American teenager will process over 3,000 discrete advertisements in a single day, and 10 million by the time they're 18.

" DOUGLAS RUSHKOFF: I'm Douglas Rushkoff, and tonight we'll tour through a landscape that has both attracted and repelled me during the decade I've been studying it.

Instead, Snapchat all about spontaneity and documenting things "in the now." Or, as the company's founder Evan Spiegel puts it, "instant expression."Navigating the App When opening Snapchat, forget the infinite scroll of the social networks you're used to, because this app immediately springboards the camera to the screen.

The philosophy behind this unconventional landing place is that chats all begin with the conversation, and in Snapchat, images do the talking.

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