Documentary: PBS Frontline 2014 Generation Like

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Summary Docu online

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.

Notes

Showing your talent, let your voice be heard and hoping people like you are the reasons why young people spend their time online. If they are popular enough, meaning they have enough followers. Companies use can them to promote their stuff, a lot of young people are very happy with free closeth and products.

  • Girl called Kaily is one of the top 100 the biggest Hunger Games Fans, the company (TVG LA) uses her (and others) as a way to brand the series online by organizing contests, giving xtra casting information or who is on wich magainecover.etc. Retweeting posts on tumbler and twitter about all of this seem to her like a fulltime job, but it's all worth it since she gets a certain amount of "sparks" (a virtual price of the contest on the official website to become the biggest fan) to motivate her. And as the biggest fan she sometimes even gets re-tweets from the actors.
  • Tyler Oakley is a vlogger on youtube and facebook. He is one of the first ones out there (2011) and as he is obsessed with the pop culture he talks about it a lot, slowly getting more followers. In this documentary (2014) he has 3 million follows on youtube and 800000 followers on Facebook, 1.3 million on Instagram 2 million on Twitter. 12.48 a corporate marketing exaptive Bonin Bough understands that if kids like something, it becomes part of who they are. The brands are there to help, like how Oreo cookies made rainbow colors on the inside of the cookies so people count express their feelings about being gay and post it online as a statement.
  • 14.08 Charles Duhigg writer 'Power of Habit' When you are liking something online, you are creating data, a profile of yourself. The friends you like and the product or events you like, the people you follow on youtube (owned by Google)

This is when the currencies of likes turn into actual currencies, people don't realize the value of these likes, a company can turn data into money. Giving kids chance of being part of the game they keep them online, liking and clicking. Contests or making a selfie with Pepsi coke (just like Lady Gaga)

  • 20.13 _ Company The audience is the brainchild of Oliver Locket, they directs social media accounts for (beginning) artist. They hook them to sponsors and connect them to other famous influentials. A singer gets a vidoclip made with product placemts and other famous social media kids dancing around and a star is born again with this marketing plan.
  • Social media is all about sharing, so you post together and help each other getting followers. But this is also when companies like The Audience come in. As they promote new artists to connect them with another big social media star.

31.11 Oliver explains how this company works (IRMA: This is an inspiration for Characters Ed's app based on Margarita) :

    • his company creates a post, he calls it an object, for the talent.
    • Talent approves it
    • The object gets posted
    • Oliver can follow exactly what happens, views, likes, reposts and stories about it, comments.
    • As a famous people do this a few times a day, and reaches 3 to 6 million people. brands want to be a part of this
    • Oliver shows an overview of brands that are connected with his talents. People who like the talent and also likes a brand.
    • If the talent likes a product and you like the talent and also the same product and interact with it they speak of a double endorsement to your friends online.

33.30 min

  • you use social media to help promote your career (or grab attention in another way, morning routines, etc)
  • Then you get to the point when you have a social media network that you sell

You are your own media company

30.00

  • Company TVG LA is a digital marketing agency that connects people and brands moving at the speed of culture. Movies like Wolverine tv shows like Homeland promotion through social media.
  • Research the audience
  • Research how they use social media
  • create a plan to instead of selling the product to them, get them to sell the product (like Kaily is doing for the hunger games)
  • They want to cat transparency and openness, this is what brands want. There should be no big difference between them and your friends.
  • creating actions, like sharing content, the audience has to do to get extra information.
  • The consumer helps to get the message across for the company, this is a change in marketing strategy since social media communication. (Jean Buckingham, president Trendera, brand strategy and marketing firm)


  • 46.20 Some of these teens grow and start their own marketing company, to become a game maker themselves, snapshat, Tumbler, vimeo, facebook, all developed by young inventors. Like Brian Wong, creating an advertising network called KIPP, it's a rewards network n creates moments where an accomplishment and a brand come together, to make that moment even better. Like a fitness app, where you get a ... when accomplishing a new running track. You earn points, get coupons for free products and have an option to share this online.

This environment is a good inspiration for a company where Charter Ed works in a warehouse where millennials sit on skippy balls.

  • Brooks Barnes is a journalist from New York Times who writes a lot about the subject, interesting for my thesis?

https://www.nytimes.com/by/brooks-barnes

He wrote about the strategies around the hunger games http://www.nytimes.com/2012/03/19/business/media/how-hunger-games-built-up-must-see-fever.html

49.00 The plot of The Hunger Games has a lot of similarities with the social media behavior. As the characters need to be liked to get sponsors. And the hidden game makers, who control the arena (media companies) who advise, but the "talents" are fighting on their own.

49.26 Daniella is a starting Vlogger, trying to get more followers as her mother motivates and her. It started out with the talent to sing. But soon she started to share her life. Her mother is very aware what creates hits, as a full body, sadly as mom thinks it is, does give the most views on Instagram. She creates a Marketing technique where she has a wall of fame (in her house) where people can earn a place (your name on a memo) on her wall. This is how she interacts with her fan. This is the same technique as TVG LA uses on there public.

Summary Business model

31.11 Oliver explains how this company works (IRMA: This is an inspiration for Characters Ed's app based on Margarita) :

    • his company creates a post, he calls it an object, for the talent.
    • Talent approves it
    • The object gets posted
    • Oliver can follow exactly what happens, views, likes, reposts and stories about it, comments.
    • As a famous people do this a few times a day, and reaches 3 to 6 million people. brands want to be a part of this
    • Oliver shows an overview of brands that are connected with his talents. People who like the talent and also likes a brand.
    • If the talent likes a product and you like the talent and also the same product and interact with it they speak of a double endorsement to your friends online.


33.30 min

  • you use social media to help promote your career (or grab attention in another way, morning routines, etc)
  • Then you get to the point when you have a social media network that you sell

You are your own media company

30.00

  • Company TVG LA is a digital marketing agency that connects people and brands moving at the speed of culture. Movies like Wolverine tv shows like Homeland promotion through social media.
  • Research the audience
  • Research how they use social media
  • create a plan to instead of selling the product to them, get them to sell the product (like Kaily is doing for the hunger games)
  • They want to cat transparency and openness, this is what brands want. There should be no big difference between them and your friends.
  • creating actions, like sharing content, the audience has to do to get extra information.
  • The consumer helps to get the message across for the company, this is a change in marketing strategy since social media communication. (Jean Buckingham, president Trendera, brand strategy and marketing firm)

46.30 Brian Wong, creating an advertising network called KIPP, it's a rewards network n creates moments where an accomplishment and a brand come together, to make that moment even better. Like a fitness app, where you get a ... when accomplishing a new running track. You earn points, get coupons for free products and have an option to share this online.

49.26 Daniella is a starting Vlogger. She creates a Marketing technique where she has a wall of fame (in her house) where people can earn a place (your name on a memo) on her wall. This is how she interacts with her fan. This is the same technique as TVG LA uses on there public.

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