Generation like

18 février 2014

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Every day, even if we don’t realize it, most of us are making decisions about social media.

Do we share a relationship status or not? Do we talk about a funny, awkward thing that happened that day or hold back? Should we post pictures of a new baby for our faraway friends and family or keep them private? Do we allow a 12-year old to sign up for Facebook or Twitter? Do we opt out entirely?

In the lead-up to tonight’s film, Generation Like, we’ve been asking our Facebook and Twitter communities to tell us why you use social and how it’s affecting your lives. Hundreds of you have told us about the choices you’re making — and why you’re making them.

We’ve asked a few writers who’ve thought a lot about social media to read your comments and reflect on them in the context of tonight’s film. We also want to hear from you! Share your reactions below in the comments.

Does Social Media Empower or Exploit?

Douglas Rushkoff, Generation Like correspondent

Douglas Rushkoff: Does Social Media Empower or Exploit?

Generation Like correspondent Douglas Rushkoff is the author, most recently, of Present Shock: When Everything Happens Now, as well a dozen other books on media, technology and culture. He was correspondent on three previous FRONTLINE films, The Merchants of Cool (2001), The Persuaders (2004), and Digital Nation (2010). Follow him on Twitter @Rushkoff.

In the lead-up to Generation Like, FRONTLINE has been asking questions about social media on social media. As I wade through the many responses, I am reminded of my own questions about these platforms when I began making this documentary.

Like me, many of you are thrilled by the opportunity for connection and self-expression that social media offer.


Calum James Facebook is the best communication tool ever created.

February 12 at 7:02pm


But many of you also share a sense of skepticism about what it is that social media — and the companies behind them — ask from us in return.


We all know this has something to do with our data. We create consumer profiles for the unseen companies on the other side of the screen, and enter into a relationship with them that isn’t entirely clear.

“Who is doing what for whom, and to what end?”

The need to understand this better — and what it means for the young people using this stuff — is what set us on our journey to explore the relationship of teens to the marketers behind social media: Who is doing what for whom, and to what end?

What we learned surprised me. We didn’t find a generation of rebellious teens, struggling to evade the ever-present pull of marketing. We found quite the opposite: a generation of teens looking for ways to participate in the process. The efforts of a snack food or soft drink company to win “likes” and “follows” isn’t seen as something to avoid or critique, but rather a self-promotional opportunity gain more likes for themselves.

In fact, the more kids participate, the more they appear to absorb and express the values and agendas of the marketers. After all, the key to success in music or art or even writing these days is to bring a social media fan base along with you. Likes and views can be a ticket to fame, a path to a career or even way out of poverty.

But to win such large audiences, many teens end up diverging from whatever it was they set out to share. After all, singing and skateboard tricks get less attention than sexy photos and “#EpicFails.” Some teens even learn from the big boys, and employ advanced social media marketing techniques in their own YouTube shows and Instagram feeds.

Making this movie, I realized teens are really no longer really separated from us.


Mike Harvison We are all sellouts now.

February 12 at 7:57pm


The game of likes in which our teens are immersed is one that affects us all — not just as parents, but as networkers on LinkedIn and job seekers on


Jack Herrington Facebook keeps me connected with my friends and family. But it also gives me a place where I can brag, or post things I care about, and try and get a lot of likes.

February 4 at 5:54pm


The truth is, we grown-ups are just as likely to participate in social media in hope of gaining some points, without fully reckoning with what those points may really cost.

We all have something to learn from Generation Like.

picture : profil le plus cool. True me !

like generation

you are what you like (pareil qu’vant, non ?

empoworment – engagement


data – retweet -like – demographic profil

value of likes

leverage a social network

build the fan base


views – likes – page views


it’s all about likes

calendar of content

double endorsement

quantify the value

the audiance compagny

You are you one media compagny


audience sale the product for the compagny

trust on the conversation – your best friends is better than the compagny

The credit

you give the good product to your audience that the can promote for the compagny

images // video //

marketing strategy

data analys des RSE : you can know if thinks going to work (sortie de film)

les fans font partie du marketing for free

your consumer is your « marketeur »

show à partir des analyses de twitter : ligne editoriale

est-ce que les ado/ enfants sont vraiment gagnant lorsqu’il ne maitrisent pas les régles ?

les ados ont crée cette architecture : marketing / media / and evryday life = kipp (gagne des bons à n’importe quels moments de ta vie)

maître de la manipulation des social media : les moment les plus importnt de nos vie sont ceux ou l’on retient le plus les choses d ou l’apparition de pub pdt ces moments d’exceptions.

ils utilisent les méthodes des marketeurs






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