No Need to Reach Out:
Corporations and Young Consumers Form a New Relationship
Since its inception, the “like” icon appeared to be a simple sign of approval, but could there be more to it? Douglas Rushkoff, the author and producer of the Frontline film Generation Like, seems to think so. The film raises the issue of social media and whether it empowers or exploits its younger users. In fact, Douglas Rushkoff seems to suggest that corporations are using social media to encourage teenagers to “like” and “share” their interests, in exchange for empowerment, fame and rewards.
Generation Like asserts that teenagers are encouraged to use social media in exchange for empowerment. Rushkoff establishes that whenever something is liked online, it “becomes part of the identity that they broadcast to the world” (Generation Like). These profiles let marketers know what is “cool”, and ultimately create a dialogue between corporations and consumers. By …show more content…
Generation Like considers different types of rewards. In an interview Steven Fernandez, a young Youtuber, reveals that his reward is financial. “The views, the likes, the shares on Facebook, the likes on Facebook. The more views I get, the more comments I get, that's more money I get” (Generation Like). Although he is not nearly as Internet famous as Tyler Oakley, Fernandez receives rewards that take the form of checks, equipment, or clothing items. Kiip (a reward network) is another example of a type of reward brought forward in the film. It ensures that everyday social media and app users feel compelled to return and earn more rewards. This constant reinforcement allows Kiip and other companies to collect valuable data from its users, who become all too willing to reveal information. Essentially, by rewarding teenagers for their social media use, companies are reinforcing negative behaviour all while collecting the data they are