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

Share:

February 18, 2014

When FRONTLINE correspondent Douglas Rushkoff made The Merchants of Cool back in 2001, Facebook was three years away, and teens across the country looked to MTV to tell them what was cool.

Today, “likes,” “follows” and “shares” are the arbiters of cool, and as Rushkoff reports in his follow-up film, Generation Like, the rules of the game have changed. Now consumers are also the marketers, and teens are able to create and interact with culture in ways never before possible.

But as in any game, there are still winners and losers, and the companies behind the scenes are still figuring out how to profit.

How is the game of “likes” being played today? Are all of these social interactions really worth the kind of money investors are paying? Is social media empowering teens or exploiting them? Do kids think they’re being used? Do they care? And where is the social influence industry heading?

We’ve asked correspondent Douglas Ruskoff, producer Frank Koughan and a team from Oliver Luckett’s company theAudience to join us for a live chat to answer those questions and take yours.

They’ll be joined by our guest questioner Kurt Wagner, a social media reporter for Mashable.

You can leave a question in the chat window below, and come by at 1 p.m. ET on Feb. 19 to join the live discussion.

We’d like to thank Mashable and the National Association for Media Literacy Education for partnering with us on today’s chat.


In order to foster a civil and literate discussion that respects all participants, FRONTLINE has the following guidelines for commentary. By submitting comments here, you are consenting to these rules:

Readers' comments that include profanity, obscenity, personal attacks, harassment, or are defamatory, sexist, racist, violate a third party's right to privacy, or are otherwise inappropriate, will be removed. Entries that are unsigned or are "signed" by someone other than the actual author will be removed. We reserve the right to not post comments that are more than 400 words. We will take steps to block users who repeatedly violate our commenting rules, terms of use, or privacy policies. You are fully responsible for your comments.

blog comments powered by Disqus

More Stories

Nine Former Michigan Officials, Including Ex-Gov. Rick Snyder, Charged in Flint Water Crisis
More than six years after residents learned that they had been exposed to lead-contaminated drinking water and a deadly disease outbreak, top leadership in the state and city at the time have been indicted on criminal charges in connection with their role in the crisis.
January 14, 2021
Michigan Ex-Gov. Rick Snyder Charged in Flint Water Crisis
Michigan’s former governor Rick Snyder was charged Wednesday with willful neglect of duty for his role in the deadly Flint water crisis that poisoned residents and is still overshadowing the city.
January 13, 2021
Judge Rules U.S. Indian Health Service Must Disclose Sex-Abuse Report
The report was commissioned after a WSJ-FRONTLINE investigation revealed the agency’s failure to protect patients from a pedophile doctor.
January 13, 2021
What Conspiracy Theorist Alex Jones Said in the Lead Up to the Capitol Riot
Leading up to the attack, Jones had been at the forefront — along with several other Trump supporters — of amplifying false claims that the election had been rigged.
January 12, 2021