Tuesday, August 12, 2014

The Power And Culture Of "Likes"

PBS Frontline Presents “Generation Like” explores the evolving relationships between teens, social media, and corporate marketing. 
- via the Press release: "In Generation Like, an eye-opening follow-up to FRONTLINE’s 2001 documentary The Merchants of Cool, author Douglas Rushkoff returns to the world of youth culture to explore how the perennial teen quest for identity and connection has migrated to social media — and how big brands are increasingly co-opting young consumers’ digital presences. “Today’s teens don’t need to be chased down by corporations,” Rushkoff says. “They’re putting themselves online for anyone to see. They tell the world what they think is cool—starting with their own online profiles. Likes, follows, retweets, and favorites are the social currency of this generation.” And they’re a very real currency for marketers: instead of selling the product to the teenage audience, the idea is to get the teenage audience to sell the product to itself..."

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