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, 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 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 does this a few times a day, and reaches 3 to 6 milion people. brands want to be a part of this
    • Oliver showes 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.


33.07 Explanation How likes and products are connected 34.00 'You are your own media company'

  • Company TVG LA is a digital marketing agency that connects people and brands moving at the speed of culture. Movie/tv promotion through social media.
  • KIPP Creates apps where they connect "moments" (pop up spam) (developed by a 19-year-old boy) This environment is a good inspiration for a company where Charter Ed works in a warehouse where millennials sit on skippy balls.

Summary Business model

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