Generation Like

Gr 9 Up—In 2001, author Douglas Rushkoff made a documentary, The Merchants of Cool, that explored how companies exploited youth culture to sell products to teenagers. In this new film, Rushkoff looks at how social media is being used by corporations for the same end: to sell products to teens. Companies gather a lot of data from Instagram, Facebook, and Twitter, information that teens may not even realize they are offering. The film looks behind the scenes at some young social media stars, examining how they make themselves into a brand, then other brands (like Pepsi) sponsor them, and this leads to the stars selling a product in addition to selling/promoting themselves. Viewers are shown social media agencies that make their clients famous by accumulating fans (that is, average teens) who do a lot of the work. The consumer becomes the marketer—if a teen retweets something, or "likes" it on Facebook or Instagram, other teens see that, and the word is spread. Interviews with social media stars Tyler Oakley and Baby Scumbag, reporters, authors, and academics weigh in on digital marketing. The program is probably mainly of interest to parents and teachers. Older teens may find it enlightening, but the quiet tone and Rushkoff's lukewarm narration and interview style may not keep younger teens' attention long enough for them to absorb the information. Mentions of Justin Bieber and Lady Gaga already date this film. Also, flashing a URL for Frontline watchers to go online and share their thoughts comes across a bit hypocritical, considering the topic.—Geri Diorio, Ridgefield Library, CT