Generation Like

February 18, 2014

FRONTLINE explores how the perennial teen quest for identity and connection has migrated to social media – and how big brands are increasingly co-opting young consumers’ digital presences.

(53:41) What happens when the traditional teenage quest for identity and connection occurs online?



Are You What You “Like”?

Even if we don’t realize it, most of us make decisions about social media every day. In the lead-up to “Generation Like,” FRONTLINE asked you to share how you use social and how it’s affecting your lives.

What Did “Generation Like” Think of “Generation Like”?

In “Generation Like,” teens told FRONTLINE that social media makes them feel empowered. Six months later, do they still feel the same way?

Who Profits from the Game of “Likes?” Live Chat Wed. 1pm ET

Join our chat with “Generation Like” correspondent Douglas Rushkoff, producer Frank Koughan, theAudience CEO Oliver Luckett, and guest questioner Kurt Wagner, social media reporter for Mashable. You can leave a question now.

Alissa Quart: From Gen X to Z: Teens and the New Cool

Today, “coolness is about giving everything. It’s like you have to be constantly selling yourself, showing yourself and marketing yourself… Instead of turning your back to the audience or wearing sunglasses at night, you’re taking off those sunglasses and you’re smiling into the camera.”

Jason Calicanis: You Are Your Own Media Company

“The most important [thing] young people need to realize is audience equals power. … The bigger your audience and the deeper your connection with it, the more opportunity you’re going to have in your life.”

Mark Andrejevic: We Are All “Lab Rats” Online

“Is there a point that we get creeped out by the use of data to target advertising to us?”

Allison Arling-Giorgi: For Gen Y, Brands Are Our Peers

“We feel the need to express our thoughts and opinions when it comes to practically everything. So if we say something about a brand or a company or an experience, we have a captive audience. Our peers are listening.”

danah boyd: The Kids Are All Right

“The best way to understand young people’s relationship to the attention economy is to realize that they’re … trying to make sense of it as part of the public world in which they’re growing up.”

From “The Merchants of Cool” to “Generation Like”

How a high-school English teacher in Cincinnati inspired FRONTLINE’s latest exploration of marketing to that all-powerful demographic: American teens.

Press Release | Friends, Follows, and Fame: FRONTLINE Presents “Generation Like”

From Douglas Rushkoff, a close look at the evolving and complicated relationship between teens, social media, pop culture, and big brands.


58:26The Merchants of Cool02/27/2001
1:25:37Digital Nation02/02/2010
53:36Murdoch's Scandal03/27/2012
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