Branding Identity

            The film, “Generation Like,” illustrates how social media and celebrities function religiously. In a media obsessed society, communities are formed online among individuals in the same fan base of films, television, or music. People gain celebrity and icon status when they accumulate a following, like Tyler Oakley after making his own YouTube videos. The film interviews different kids that have gained recognition through social media. One girl, a hunger games fanatic, says that gaining followers and status on social media has given her a sense of empowerment.

The kids depicted in the film had a false sense of empowerment. Their actions were conforming to what they believe will give them the most attention or validation, and thus they are stripped of their identities. Their new identities are created by obsessions they have or the brands they are promoting. Mara Einstein mentions that “scholars and social critics also clearly identify commercial culture as the source of identity creation.” This is evident with Steven Fernandez, who becomes a walking advertisement for the skating companies that support him. With fame Steven Fernandez transformed into “Baby Scumbag.” After his transformation, Steven no longer makes videos to show his skateboarding skills, but rather to gain attention and views on YouTube. The desire for attention and support from sponsors pushed Steven to create videos with sexualized women and guns, ultimately leaving behind his adolescence.