Generation Like Documentary CORRECTIF

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Generation Like Documentary CORRECTIF

Uploaded by

Sherlyn De Troeye

We take content rights seriously. If you suspect this is your content, claim it here.

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Download as PDF, TXT or read online on Scribd

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GENERATION LIKE DOCUMENTARY

 Comment the following quotes from the documentary:

“The more likes you get, the happier you feel”

“You are what you like”

“Oreo is gay”

“The currency of likes turns into actual currency”

“Your consumer is your marketer”

 What do you know about…

 Tyler Oakey
 Steven Fernandez
 The Audience
 Kiip

 Answer the following questions:

1° How do celebrities use social media to advertise?

Celebrities use social media to advertise themselves by promoting

upcoming events, albums, shows, whatever it may be and then constantly
posting about it on social media. The more posts they have about it, the
more it is being recognized by the world and the more people become
interested. Also, if all of these posts gain thousands of likes, that is when
you know the advertising is work and people are interested, which will
make them post more and more until their career is fully advertised. The
documentary described this as being “their own media company”.

On the other hand, celebrities use social media to advertise other products
through sponsorship. They make deals with other companies and get
money for simply just saying to the public how good a product or company
is. The same concept applies to this as it does to advertising their own
career. They post, people like, popularity rises. If a celebrity likes
something on social media, that is also a way of advertising because fans
of these celebrities see what they “like”d and become interested because if
their celebrity likes it, then so should they. It sells an audience to this
product and to this celebrity.
2° How are marketers using social media to “build” brand “trust”?

Marketers use social media to build brand “trust” by being open. The more
open they are with their followers or friends or consumers on social media,
the more people will be able to trust the fact that this company is
something to look into. Brand loyalty is created when consumers don’t
think that marketers are lying or just try to sell so ways of being open
include, asking questions frequently through social media about their
company. Social media, in general is also a very open thing so a point is
automatically gained there. Also, constantly posting about the product
truthfully and simply being one with the consumers is a way of being open
as well.

Sponsorships are also a way of gaining brand “trust” because if someone

that is very well known and liked on social media is using something,
people will believe that “Hey! If Tyler Oakley is using this and talking
positively about it, there’s no reason why I shouldn’t trust this brand.”
Tyler Oakley was a frequent example in the documentary because he
sponsors many things in his Youtube videos and on Twitter.

3° Are marketers being transparent or invisible when using technology as

described in the documentary?

To a certain extent, marketers are being both transparent and invisible

when using technology as promotional. They are described to be invisible
because essentially, if someone clicks “like” on their brand name or
product or anything on social media that is let out by this company, more
people will be aware of them and therefore is using their consumers and
audience to sell things for them. People are aware of this. They know that
by liking something it will get popular and it will get around to others, so
to this extent, marketers are being so invisible that it seems transparent
and trustworthy. They seem to be openly trying to sell their products to
others and are openly advertising, but it is the audience that is promoting
it. The documentary describes this to be a full circle from being so invisible
to seeming transparent and then back again when a knew product comes
along.

4° Why could we say that the movie “Hunger Games” is a metaphor of our
society?

“The Hunger Games” is described to be advertisement using social media in the

documentary because the plot basically deals with only surviving within the field of games
if you get sponsors that will give you basic needs to survive. And getting sponsors means
being liked by the population. This is in fact a correlation to social media because
advertisements need to constantly be liked and gained attention, because if they are liked,
more and more people will be interested in buying their products. This also directly
associates to social media as well, in terms of needing everyone’s approval and “likes” in
order to survive on the internet and be successful. Another element of the plot that
associates with this is the idea of having game-makers that control everything within the
game. In this documentary, the social media equivalent is called “manipulators” because
social media is manipulated and controlled by a group of people based on what internet
users are liking and doing on the site. “The Hunger Games” is described to be the “game
of likes” just like it is for social media.

5° What is Corporate Sponsorship?

Corporate sponsorship support is a payment by a business to a nonprofit to

further the nonprofit's mission that is generally recognized by the
nonprofit with an acknowledgment that the business has supported the
nonprofit's activities, programs, or special event.
In other words, a cie funds your nonprofit in order to be associated with it.

Ex: Coca-Cola & the Olympic Games, Nike & Cristiano Ronaldo,…

6° What is “serendipity by design”? (= chance, heureux hazard)

Serendipity = the ability to make fortunate discoveries by accident.

“Serendipity” means “good luck in finding valuable things
unintentionally”/ “faculty of making happy and unexpected discoveries by
accident” (Horace Walpole).
E.g. You can thank serendipity if you find a pencil at an empty desk just as
you walk into an exam and realize that you forgot yours.

 psychological principle “offered” by companies such as Kiip = “rewards

moments” = “gamification of Fans”.

Absolutely nothing is left to chance. Every bit of it is being manipulated,

from the beginning of the campaign to the end. They’re really working hard
to pretend this is all happening by magic.

Similar to other proposals to expose users to different media, like “diversity by design”
[22], serendipity by design is the idea that it is possible to create an architecture that
helps people to make diverse choices and to give the incentives for seeking alternative
information and, ultimately, to have more.

7° What is the paradox of “generation” like in the end?

Kids have taken the marketing techniques that have been used on them and
are now using them on each other, all in pursuit of the same prize. It’s the
paradox of GL. These kids are empowered to express themselves as never
before. But with tools that are embedded with values of their own.
OR?

The paradox is that while you may have thousands of “fans”, there is a
certain hollowness to all that frenzied online activity. At the end of the day,
it may become a fruitless and endless quest for popularity with nothing
enduring to show for it.

REFLECTION PART!

1° Please circle any of the following social network services that you have an account
with: