Summary: This 2014 PBS Frontline documentary, Generation Like, serves as a nice updated follow-up to the popular 2001 documentary, The Merchants of Cool. As in the 2001 episode, Generation Like explores how large corporations and marketing firms seek to tap into young consumer markets. However, unlike the teens that came of age during the making of The Merchants of Cool, today’s young adults are navigating a radically different media and advertising environment, namely, one dominated by social media. As explained in this plot summary, “Thanks to social media, today's teens are able to directly interact with their culture - artists, celebrities, movies, brands, and even one another - in 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 media - and exposes the game of cat-and-mouse that corporations are playing with these young consumers. Do kids think they're being used? Do they care? Or does the 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.” While this documentary would be useful for teaching ideas related to teen consumption and corporate advertising, it could also serve as a useful way to examine characteristics of the generational cohort following the Millennials, who have been dubbed "Generation Z."
Submitted By: Valerie Chepp