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This Author: Douglas Rushkoff
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Generation Like by Douglas Rushkoff

Generation Like

by Douglas Rushkoff


Title Details

Running Time
53 Min.
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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