Generation Like

Generation Like examines modern marketing culture and how corporate marketers manipulate youth culture. It reveals how marketers deliberately co-opt young people in order to promote their brands and products via social media. It further explores the relationship between major brands and teenagers who are keen to endorse what they ‘like’ on social media platforms such as Facebook and Twitter.

The documentary sheds light on the rapidly evolving advertising industry, in which teenagers are persistently targeted online and, in the process, become unwitting marketers themselves. These companies use the so-called concept of empowerment as a lure to persuade prospective customers, especially young people, to spend their time endorsing brand names.

Generation Like delves into modern social media marketing, specifically revealing how young people are deeply fascinated by the world of social currency, including likes, retweets, and other forms of online endorsement.