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Generation Like
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Douglas Rushkoff
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Frontline
Generation Like
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Douglas Rushkoff
Video
Title Details
Author
Douglas Rushkoff
Publisher
Frontline
Running Time
53 Min.
LearnOutLoud.com Review
In this superb follow up to his Frontline documentary
The Merchants of Cool
, Frontline filmmaker Douglas Rushkoff tries to figure out what is happening at the intersection of teens and corporate marketing in this new digital age. No longer the passive consumers of the media that is presented to them, teens are now empowered through social media with a new social currency of “likes”. From Facebook to YouTube to Twitter, Rushkoff looks at how teens are interacting with celebrities, movies, and brands in new ways. He interviews rising YouTube stars about the ways they are collaborating with companies to market their products. He also goes to some of the hottest social media marketing companies to see how they generate buzz for their clients. In the end he finds that the idea of “selling out” is something foreign to this new digital generation and that they are plenty willing to play along with corporate marketing in exchange for more “likes”.
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