IndexThe power of social media influenceThe search for authenticityThe commodification of social interactionsConclusionGeneration Like, a documentary directed by Douglas Rushkoff, explores the impact of social media on the lives of adolescents and young people adults The film delves into how social media platforms such as Facebook, Twitter and Instagram have transformed the way young people perceive and interact with brands, celebrities and each other topics presented in Generation Like, providing well-documented evidence, statistics and reliable sources to support the analysis. Say no to plagiarism Get a tailor-made essay on “Why Violent Video Games Should Not Be Banned”? Get an original essay The Power. of social media influence One of the central themes of Generation Like is the power of social media influence. The documentary illustrates how young people have become powerful brand ambassadors and influencers through their social media presence. According to a Pew Research Center study, 95% of teens have access to a smartphone and 45% say they are online “almost constantly” (Lenhart, 2015). This constant connectivity has given rise to a new form of social currency, where likes, shares and followers translate into social status and influence. Additionally, Generation Like highlights the ways in which companies and marketers have capitalized on this phenomenon by engaging with young people. through social media. Brands seek to create “authentic” relationships with their target audiences by leveraging the influence of social media personalities, or “influencers.” According to a report by Influencer Marketing Hub, the influencer marketing industry is expected to be worth $13.8 billion in 2021, up from $9.7 billion in 2020 (Influencer Marketing Hub, 2021). This exponential growth highlights the significant impact of social media on consumer behavior and brand engagement. The search for authenticity Another key theme explored in Generation Like is the search for authenticity in the digital age. The documentary raises critical questions about the blurred lines between genuine self-expression and strategic brand promotion on social media. Young people constantly navigate the tension between presenting an authentic self and curating a desirable online persona to gain social validation and recognition. McEwan and Lister's (2016) research emphasizes the role of self-branding and identity construction on social media platforms. The study suggests that young people engage in “identity work” on social media, strategically creating and curating their online presence to align with their desired self-image, as well as attract likes and followers. This process of self-presentation raises concerns about the impact of social media on young people's self-esteem, mental health and sense of identity. The Commodification of Social Interactions Generation Like also sheds light on the commodification of social interactions in the digital age. The documentary highlights how social media platforms have turned personal relationships and social connections into valuable currency for brands and marketers. Young people are incentivized to engage with branded content, share promotional materials and endorse products in exchange for recognition and validation from their peers and influencers. A study by Muntinga et al. (2011) examines the concept of “brand engagement” on social media and its implications on consumer behavior. Research suggests that young people are increasingly willing to participate in brand-related activities on social media, such as liking, sharing and commenting on content.