From the producer behind FRONTLINEs The Merchants of Cool, Examine the evolving, complicated relationship between teens and the companies that target them. Thanks to social media, todays teens are able to directly interact with their cultureartists, celebrities, movies, brands, and even one anotherin ways never before possible. But is that real empowerment? Or do marketers still hold the upper hand? In Generation Like, author and FRONTLINE correspondent Douglas Rushkoff (The Merchants of Cool, The Persuaders) explores how the perennial teen quest for identity and connection has migrated to social mediaand exposes the game of cat-and-mouse that corporations are playing with these young consumers. Do kids think theyre being used? Do they care? Or doesthe perceived chance to be the next big star make it all worth it? The film is a powerful examination of the evolving and complicated relationship between teens and the companies that are increasingly working to target them.
From the producer behind FRONTLINEs The Merchants of Cool, Examine the evolving, complicated relationship between teens and the companies that target them. Thanks to social media, todays teens are able to directly interact with their cultureartists, celebrities, movies, brands, and even one anotherin ways never before possible. But is that real empowerment? Or do marketers still hold the upper hand? In Generation Like, author and FRONTLINE correspondent Douglas Rushkoff (The Merchants of Cool, The Persuaders) explores how the perennial teen quest for identity and connection has migrated to social mediaand exposes the game of cat-and-mouse that corporations are playing with these young consumers. Do kids think theyre being used? Do they care? Or doesthe perceived chance to be the next big star make it all worth it? The film is a powerful examination of the evolving and complicated relationship between teens and the companies that are increasingly working to target them.
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