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Watch this: after tackling NFL concussions, 'Frontline' takes aim at social media

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Generation Like (PBS)
Generation Like (PBS)

Nearly 13 years ago, PBS program Frontline aired The Merchants of Cool, a documentary made by writer Douglas Rushkoff that analyzed how big companies were extracting youth culture and selling it back to teens, laughing all the way to the bank. That was long before Twitter, Facebook, Tumblr, and many other sites arrived, dramatically changing not only what we share, but also who's sharing online. Tonight, Rushkoff is back in a follow-up called Generation Like, that examines just that. The 2001 film was so popular it was shown in classrooms, though quickly became dated with examples that centered on celebrities and TV programs that have long since lost their cachet. Rushkoff promises that this new film, which airs tonight on PBS and online, will provide a clearer picture of "the evolving and complicated relationship between teens and the companies that are increasingly working to target them."