Rushkoff Generation Like Analysis
ouglass Rushkoff’s documentary, “Generation Like (2014)” explores the connection between mighty corporations and the teenagers who are haste to promote what they “like” on social media. Similar to his documentary “Merchants of Cool (2001),” in which Rushkoff emphasize a hide and seek game between Music Television (MTV) and teenagers. Rushkoff talked to the youth and teens across the country about how their wish to identify with what is popular, by, for example, “liking” the Hunger Game film series Facebook page or retweeting messages from Trident’s brand can turn into profit for those companies. “Generation Like” purpose is to sheds light on the rapidly changing advertising and marketing industry and the phenomenon of teens being marketed to online — while sometimes, unknowingly becoming the marketers. Given the technical language used in the film, Rushkoff’s is directing his message to a youthful and mature audience in order to provide some enlightenment.
According to Rushkoff, many malleable teens have exchanged the tradition of putting up their favorite movie or beloved musical artist posters on the walls of their bedroom are now occupying the digital space, and most of them do not realize how much their tweeting and blogging are aiding their favorite artist out there. “Generation Like”
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“I thought marketers would hide their strategy.” So, what do we make of this blossoming form of social media marketing? Is it fair to label it exploitation of the teenagers who, having grown up in “Generation like,” know no other way of life? Exploitation is a strong word, but, the terms are not fair, and at the end of the day, someone will have to win. At this point in time, it is the companies who are benefiting the most and are winning. Not only have advertising professionals learned exactly how young people share, but they've also learned just what drives them to share their content and promote their goods and
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