Mooks and Midriffs in Modern Media

In the PBS documentary, Merchants of Cool, the concept of media using a “mook” or a “midriff” to draw in teen viewers is brought up.
A “mook” is a character used to draw in teens by appealing to their immature nature. They are usually crude, misogynistic, loud, and angry, and are usually found to be funny by teens. We have a lot of these kinds of characters in the current media landscape and I would say that the best two examples are stand up comedians and youtubers. Not all stand up comedians and youtubers and mooks, but there are definitely a lot of them that are. I do not really watch a lot of stand up comedy because I never know where it is streamed, but I have seen a lot of clips of comedians on Youtube and Instagram as well as seen a few specials that Netflix has put out of stand up comedians acts. The kinds of stand up comedians that I am talking about are ones like Seth Rogan, Kevin Hart, Hasan Minhaj, and Ali Wong. They tend to focus on funny, sexual, or crude things that have happened to them throughout their seemingly crazy lives and then dramatize those stories for comedic effect. I think that our society’s version of a “mook” is somewhat different from what it used to be due to the many social and political movements going on right now. For example, the misogynistic side of the “mook” character as described in the film is less present as it was because now if a guy speaks out negatively or derivatively toward women, it is highly criticized. I think this character is becoming more a way to make fun of themselves for the fun of viewers rather than how they used to make fun of others exclusively.



A “midriff” is a very sexualized women in media that is aimed towards intriguing girls. This midriff makes girls wish they were better when they see her “perfect” life or body or relationship. By girls wanting that thing, they then associate whatever form of media the midriff is on with something they like or want. I think that despite new movements to see women as more than just sex object, midriffs are still very much a part of media. For example, supermodels and celebrities continue to represent an unattainable lifestyle that we want. Supermodels from all different sizes are beginning to be portrayed and praise in the media, from Kendall Jenner to Ashley Graham, but despite being more size inclusive, seeing those toned, perfectly dressed women effects young teens. Now teens can feel like their size does not define them, which is good because it really doesn’t, but realistically they cannot still have the same lifestyle of clothes that that model has. So, this makes young teens continue to consume media that covers these models lifestyles and sells their products. I think that these midriffs have a long way to go before they have a majority positive effect on teens and the media.



Both of these characters used by the media to attract teens, despite evolving to fit our current culture and environment, are still very similar and prevalent to the way my peers and I consume media.

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