Merchants of Cool and Generation Like are the same documentary, simply covering two different times. The biggest change between the two is the swift addition of technology. And having been a teen during the early 2000s, I can say that the technology kicked in for myself and my friends around 2003 with the use of LiveJournal, and a few years later with FaceBook, once we obtained the coveted .edu email address we then needed in order to even create and account.
There will always be a way to reach teens, and determine their likes or dislikes. Marketers use that to their advantage and direct things to teens in order to make a profit without the teens always realizing how they are being used. One of the biggest things in Merchants of Cool was the notion that celebrities could be used to market towards teens indirectly through a concert on MTV that was set up by Sprite and doused in Sprite related gear. This happens now on social media. Celebrities endorse products by holding them in an Instgram picture, or liking a brand's status on Facebook. Or even by just posting a picture of a brand's products. (See: Kerry Washington, Instagram, Neutrogena) Note that Ms. Washington did not state that this post was an ad, but the caption reads like one, and can make an impression on a teens. While on the other hand celebrities such as Kelly Ripa (who may not be marketing to teens, but to parents works in this instance as an example for social media marketing) uses #ad in her Tweet to denote that it is in fact something is being paid to post about rather than it just being her own personal preference. (See: Kelly Ripa, Twitter, Jif).
Though no longer a teen, I know and use the social media apps mentioned in Generation Like.I know all about teens and 20 somethings that put themselves out there on YouTube, and am aware that nearly every third post on my Instagram feed is labeled "sponsored."I've seen both eras of marketing and advertising. And I can say that I prefer the efforts of the late 90s and early 2000s to the constant barrage of ads that are on social media today - whether they are clearly an ad or a subtly mention of a product by a self-made "social media star."
Not working directly in marketing, does not mean that librarians don't have to make an effort to market things to teens. What do we think we're doing when suggesting books or movies or anything when teens come into out libraries? We're marketing materials to teens without actually noticing! When we interviewed teens about various things, we were doing our own "market research."
So yes, both of these documentaries can inform an interview with a teen, give a context to the path the interview takes. But as librarians we've already done this! We are aware that teens now are glued to social media - that's how we reach many of them and bring them in. We are advertising the library, it's program, an our materials. Can we go as far as television ads or MTV did in the 90s or as far as various companies and "social media stars" do now? Not at all. Many of their tactics are not appropriate to the library, but we can create our own. Knowing that social media is the way to reach teens is the first step.
Further Reading:
I appreciate your take on Libraries and social media. I agree that libraries must create their own steps in reaching the teen population through social media. That's much easier said than done. I found that teens don't follow their libraries through social media, which can be for many reasons. Looking at what makes a successful YA blogger or YA librarian blogger is a great starting point.
ReplyDeleteI've found that the teens in my library don't use Facebook, but most of them are on Instagram and follow our library's page there. Recently I posted a picture of a bowl of perler beads a few hours before our Perler Bead Club was set to start, that picture got about 15 likes and 22 teens showed up, when we usually average 8. It may depend on the social media platform.
Delete