Frontline: Generation Like

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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 this program, author and FRONTLINE correspondent Douglas Rushkoff explores how the perennial teen's 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. 6correspondent Douglas Rushkoff
Changing Media Environment (3:30)
Social Currency (1:42)
Direct Link to Brands (2:21)
Sharing Pop Culture Obsession (2:04)
Transformation in Consumer Communication (2:10)
Fame by Association (3:59)
Social Media Connections and Management (4:25)
Corporate Sponsorship (2:22)
The Other Currency (4:14)
Tracking Fan Base Data (4:09)
TVGla (2:33)
Consumer as Marketer (3:57)
Content Created Strictly for Sponsorship (2:01)
Mastering the Economy of "Likes" (3:19)
Media Manipulators (3:04)
Social Media Analogy (1:00)
Pervasive Value System (3:43)
Credits: Generation Like (2:27)

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