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.
Findings Linear Regression showed that fashion orientation, shopping orientation and environmental concern are most significantly related to consumers purchasing intention on EFC. Managerial Implications The findings are constrained to young consumers female, in USA. Apparel Industry has to give enjoyable retail factors to catch EFC customers who are young.
The Personification of “Cool” The term ‘cool’ is broadly defined as what is most relevant and current within youth culture which is also often related to youthful rebellion and breaking boundaries. Young people are the major target audience for many brands and due to the changing times, brands have been forced to be more innovative in their marketing approach to their target market. Brands have drawn in their specific target markets through the commercialization of the ‘cool factor’. Brands such as Apple and Microsoft have dominated this marketing approach by often associating themselves with artists or events that are highly celebrated by the youth culture (Standage.
Youths are to be the most targeted because they are capable of purchasing the Viva Glam product and to be involve in supporting a good cause. Behaviourally, they are more aware of current social problems and want to make a change for the world by contributing in terms of purchasing a lipstick or a lip glass from M.A.C. With high social media and Internet usage by the youth, it makes the job easier for M.A.C. to promote about the campaign. They are highly active in social networking platforms such as Facebook, Instagram, Twitter and even their own website (http://www.macaidsfund.org/).
“The Merchant of Cool,” shows the life of an average teenager as the teens become the largest generation of all times and currently dominate the world. There are several terms taken from sociology, which includes culture, socialization, sex and gender, family, social groups, social structures, and theoretical applications. Experts believe it is important to understand the thought of teens or else they
By using these rhetorical elements, Amazon is able to make their product seem like an essential part of every household, while keeping their audience laughing. Amazon uses these rhetorical devices to persuade their audience into buying an
This was the start of the teen idol craze
Why do you think young people are more narcissistic than older generations? Because they are more affected by the mainstream culture. Celebrity is just a reflection of that. So what do we actually look for in our celebrities? Talent, meaning, authenticity?
Celebrities use impression manage in order to create and maintain a particular image to the public. Implementing Goffman’s concept to singer song writer Lady Gaga with unconventional and provocative practices reveals a deeper purpose with her involvement in celebrity status. Goffman’s theory states that celebrities’ constantly explore different images simply by putting on a front in order to enhance images within popular culture to be accepted by society. By enhancing their image within the public would more than likely accompany a larger fan base and, therefore, which increases their fortune (Ferrante, 2008).Due to her promotion and influence of youth empowerment and self- identity Lady Gaga draws critical acclaim subsequently boosting her public image. The social implications are overwhelming in the sense that a person would pretend to be something they are not in order to gain mass social acceptance.
This is because the content of mass media is very powerful and it has become a agent of socialization which can shape people’s behavior or even influence the ways of how people think. There are many agents of socialization that can influence an individual lifestyle and one of the agent is mass media, which means that mass media can affect an individual self-concept, attitudes, or other orientations toward life especially the adolescents. The fact that there was a time when the internet, television and cell phones were considered a necessity but now the mass media seems to be more of a commodity to teenagers, because we can see that most of the adolescents tend to spend more time on the electronic devices rather than going for outdoor activities. Based on the researched, we found out that every people in the society
And how the traveling industry is booming due to it. Both articles persuade millennials to travel and seek adventure despite the hardship with the economy. In the article “How Millennials Are Changing Travel”, Amanda Machado paints the recent reports regarding economy that in various ways influence travel rates, especially for young people. Machado
Throughout the years, pop culture has imposed a large amount of trends and shaped the lifestyle of its closer followers. It has achieved this impact because people have always been in contact with the different pop culture expressions and they often enjoy this type of entertainment. Moreover, according to Gerald Graff in his article “Hidden Intellectualism” pop culture or how he calls it “being a street smart” goes beyond entertainment and it is another type of intellectualism. Although pop culture can somehow promote critical thinking, its advantages in the long run should not be overestimated nor should the school knowledge be undermined. With regard to critical thinking, it is intriguing how pop culture; as vague as it may sound, has actual benefits to individuals and general culture.
Social media has opened a gateway to free advertising for companies and a way for the “common” people to interact with “famous” people. In the documentary “Generation Like”, Douglas Rushkoff, writer and lecturer, claimed for every like on a company’s page equals more money for them. When one person likes or follows them, that person’s “followers” see it and there is a chance the “followers” will like and or follow that page as well. The advertisers and companies can talk back to their followers as well. They can see what their audience is posting and can gain insight on what the consumers want to see improved by the company or a new idea or promotion.