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"In the lead-up to tonight's film, Generation Like, we've been asking our Facebook and Twitter communities to tell us why you use social and how it's affecting your lives. Hundreds of you have told us about the choices you're making - and why you're making them. We've asked a few writers who've thought a lot about social media to read your comments and reflect on them in the context of tonight's film. We also want to hear from you! Share your reactions below in the comments. Does Social Media Empower or Exploit? Douglas Rushkoff, Generation Like correspondent Douglas Rushkoff: Does Social Media Empower or Exploit? Generation Like correspondent Douglas Rushkoff is the author, most recently, of Present Shock: When Everything Happens Now, as well a dozen other books on media, technology and culture. He was correspondent on three previous FRONTLINE films, The Merchants of Cool (2001), The Persuaders (2004), and Digital Nation (2010). Follow him on Twitter @Rushkoff. In the lead-up to Generation Like, FRONTLINE has been asking questions about social media on social media. As I wade through the many responses, I am reminded of my own questions about these platforms when I began making this documentary. Like me, many of you are thrilled by the opportunity for connection and self-expression that social media offer.   Calum James Facebook is the best communication tool ever created. February 12 at 7:02pm   But many of you also share a sense of skepticism about what it is that social media - and the companies behind them - ask from us in return.   We all know this has something to do with our data. We create consumer profiles for the unseen companies on the other side of the screen, and enter into a relationship with them that isn't entirely clear. "Who is doing what for whom, and to what end?" The need to understand this better - and what it means for the young people using this stuff - is what set us on our journey to explor

"The question we have to ask ourselves is: Are we really presenting who we are or are we presenting a hyper-idealistic version of ourselves? It has been argued that the social media effect creates a false sense of self and self-esteem through the use of likes, fans, comments, posts, etc. For many social media users, it is an esteem booster, which explains why so many people spend so much time on social media. It provides many individuals with a false sense of self and an inflated sense of who they really are. In considering these points, here are three important factors to consider while social networking:"

"Social media often catches blame for increasing political polarization in the United States. Does it deserve that reputation? A new study from New York University's Stern Center for Business and Human Rights finds that it does. "We conclude that Facebook, Twitter, and YouTube are not the original or main cause of rising U.S. political polarization, a phenomenon that long predates the social media industry. But use of those platforms intensifies divisiveness and thus contributes to its corrosive consequences," the report says. Without internal or government reforms, the researchers say, partisan hatred will continue to have "dire consequences," including further trust lost in institutions, the continued proliferation of misinformation and more real-world violence like the Jan. 6 insurrection. The researchers recommend several ways to reform social media, including investing in alternative social media platforms, empowering the Federal Trade Commission to enforce standards and tweaking algorithms to stop rewarding inflammatory content."

"The curriculum is broken into six sections: historical perspective social media writing process engagement social media writing structure media analysis law/ethics Even though technology is constantly advancing, I believe these sections can be adapted for any type of technology or new social media network that will be developed."

"We, as human beings, think that through social networks, we've somehow become more social creatures. The problem with this theory is, the more we "connect" online, the less actual human interactions we have, making us actually fairly unsocial. A new video breaks down exactly how the social aspects of human beings have evolved and transformed, showing how we've regressed from a social standpoint."

he Nielsen company's latest report shows that social networking has become ubiquitous while watching TV and while using the bathroom.

"This latest Advertising Age Research Report, Social Media Advertising, looks at what's worked and what hasn't when it comes to paid social-media advertising, and what marketers should be trying as they experiment on emerging platforms like Instagram and Pinterest."

"Although Samsung wasn't the most popular brand on any particular social network, it earned 16 million new followers across multiple platforms in the past 12 months - enough to get data aggregator Starcount's top spot. Walt Disney came in second place, largely due to a one-million-follower increase on Sina Weibo, a Chinese microblogging site. National Geographic grabbed the bronze after its top-rated YouTube channel got 160 million views this past year. Check out the other companies that made the list for this year's top 10 brands on social media, below."

"Researchers have been writing about the so-called highlight reel effect of social media since at least 2014. The idea is that people tend to post mostly flattering or humblebrag-worthy stuff about themselves, and spending too much time absorbing these gilded depictions of other people's lives could distort how you view your own. The evidence backing this theory is mixed. Some of the early studies linked the highlight reel effect to symptoms of depression, while others found that its impact varied from one person to the next. Some of the latest research suggests that exposure to idealized images - especially those posted by influencers on Instagram - may be fueling the kinds of negative social comparisons that make people feel bad about themselves."

"Among the findings: explosive growth in Social TV, which is people watching television while connected to social media on smartphones and tablets."

For an example of how marketing can be used by non-profits for social good read this: "All advertising strives to sell happiness, implying that buying certain goods or services will make you feel better than you did before. Pitching happiness itself, striving to communicate the gravity of the concept and its importance in our daily lives, is a different matter entirely-and that's the metaphorical mission of Hill Holliday's pro-bono "Happier Boston" push for suicide-prevention group Samaritans Inc. In addition to a Web site and PSAs, the campaign is taking its message to the streets via "social experiments." These include cheering "fans" at railroad platforms to greet commuters and wish them a great day; surprise skyscraper elevator sing-alongs; and handing out citrus fruits emblazoned with the message, "Orange you happy?"

Andy Carvin calls himself an "oral historian" and created a new genre of news coverage by blanketing Twitter during the Arab Spring and RT'ing and crowdsourcing the news as it spread on social networks. When the Newtown massacre happened last Friday, Carvin was covering it once again as the news broke, which led to mocking criticism of Carvin by media gadfly Michael Wolff at the Guardian, calling Carvin a "fevered spreader of misinformation." But Carvin was really putting each rumor that flew on social media out into the public sphere for discussion and trying to get at the truth. He might not have been there, but he did observe what was going on with a critical eye. Yesterday morning, he was defending himself on the Facebook Social Journalism Group a

"The city of Boston and the friends and family members of the marathon bombing victims will never forget the day when two explosions ripped through the crowd at the race, killing three people and injuring more than 200. Neither will the family of Sunil Tripathi, but for very different reasons. Their story is told in the documentary film Help Us Find Sunil Tripathi. Sunil was a gifted student from a high-achieving family. But in college at Brown University, Sunil began to struggle with depression. In March 2013, he went missing. His family organized a massive search operation, and - somewhat reluctantly - used social media to help with the search. "Despite how uncomfortable it was to take our personal childhood and smatter it across Facebook, we just knew this was what we had to do to get his story out," says Sangeeta. And then, the bombing happened. Three days after the bombing, the FBI released photos of the suspects. On Twitter, a former classmate of Sunil said she thought one of the suspects looked like him. That was picked up by reddit. And suddenly, the Tripathis' Facebook page was bombarded with hateful messages, many saying that, given his name and appearance, Sunil must be a Muslim terrorist. "This is not just one or two comments that would make Mom cry," says Ravi. "It progressed to having as many laptops open as possible and deleting every single post. It almost felt like a case study in mob mentality, in virtual mob mentality." Journalists saw the buzz on social media and started calling the Tripathis. Some retweeted the accusations. Others actually repeated them on television. The Tripathis, who had been waiting for their phones to ring with information about Sunil, were suddenly getting questions about his alleged involvement in the bombing. News vans lined up outside their home and reporters were knocking on their front door."

""Farmed and Dangerous" takes branded content to another level by not including any branding at all in the show. Social Media Week organizers dubbed it Unbranded Entertainment. Chipotle and other advertisers placed commercials in the show, but by not including branding in the show itself, the restaurant has taken a risk that few marketers would entertain. But Chipotle's chief marketing and development officer, Mark Crumpacker, said on a panel at Social Media Week, in which I participated, that he didn't consider it a big risk at all. Citing McDonald's significant marketing budget, which dwarfs his company's, he said Chipotle couldn't afford to rely on traditional advertising. The hope is that PR, buzz and social media will do much of the heavy lifting for the chain's message."

"Our enormously productive economy demands that we make consumption our way of life, that we convert the buying and use of goods into rituals, that we seek our spiritual satisfactions, our ego satisfactions, in consumption. The measure of social status, of social acceptance, of prestige, is now to be found in our consumptive patterns. The very meaning and significance of our lives today expressed in consumptive terms. The greater the pressures upon the individual to conform to safe and accepted social standards, the more does he tend to express his aspirations and his individuality in terms of what he wears, drives, eats- his home, his car, his pattern of food serving, his hobbies. These commodities and services must be offered to the consumer with a special urgency. We require not only "forced draft" consumption, but "expensive" consumption as well. We need things consumed, burned up, worn out, replaced, and discarded at an ever increasing pace. We need to have people eat, drink, dress, ride, live, with ever more complicated and, therefore, constantly more expensive consumption. The home power tools and the whole "do-it-yourself" movement are excellent examples of "expensive" consumption."

"Growing numbers of observers contend that the dominant public role of our time has shifted from citizen to consumer. Indeed, respondents in polls typically cite entertainment, shopping, and other consumer activities as their top free time preferences. Commercial media and public entertainment venues offer environments carefully constructed to avoid politics and real world problems that might disturb these consumer impulses. As people in global societies increasingly enjoy the freedoms of private life, it becomes increasingly difficult to communicate about many broad public concerns. The personalized society enables people to choose individual lifestyles and identities that often lead to disconnection from politics. Many citizens become receptive only to consumer-oriented messages about tax cuts, retirement benefits, or other policies targeted at particular demographic social groups. Culture jamming is an intriguing form of political communication that has emerged in response to the commercial isolation of public life. Practitioners of culture jamming argue that culture, politics, and social values have been bent by saturated commercial environments, from corporate logos on sports facilities, to television content designed solely to deliver targeted audiences to producers and sponsors. Many public issues and social voices are pushed to the margins of society by market values and commercial communication, making it difficult to get the attention of those living in the "walled gardens" of consumerism. Culture jamming presents a variety of interesting communication strategies that play with the branded images and icons of consumer culture to make consumers aware of surrounding problems and diverse cultural experiences that warrant their attention. "

"Most people cite as culprits the tone set by our leaders and the media's adoption of rage as a business model. No doubt. But I believe the real fire starter is the tobacco of our generation, social media. It's the algorithms that have determined that the path to more engagement, clicks, and Nissan ads is paved in rage. The algorithms sense if you lean left or right, then begin shoving you to the poles and serving you increasingly provocative and extreme content you can't turn away from, to scratch a tribal itch. Social platforms did not realize that "connecting the world" could lead to very bad places, and they've been paid to ignore the problem. Some lowlights:"

"The term 'slacktivism', a portmanteau of slacker and activism, appeared for the first time in the year 2009. It refers to casual or armchair activism, also known as clicktivism. Those who support the latter argument, question the real impact of the anonymous justice seekers whose commitment goes no further than the Facebook wall. They see it as superficial activism, no more than social marketing. For José Manuel Guerra de los Santos, professor in Social Psychology at the University of Seville, this type of behaviour reflects the need for internal reinforcement. "We all like to reinforce our self-worth, our ego, by feeling that we are taking part in meaningful actions. Social media makes it easy for us to fulfil that need." For him, 'social desirability' is a key driver. Supporting a cause is socially desirable. "But what happens next with such people? Will they go to a demonstration, will they get more involved? I don't think so, because it is low-level solidarity.""

"he same brain circuits that are activated by eating chocolate and winning money are activated when teenagers see large numbers of "likes" on their own photos or the photos of peers in a social network, according to a first-of-its-kind UCLA study that scanned teens' brains while using social media."

"In the 2 1/2 years she spent researching her book, Sales interviewed more than 200 teenage girls around the country about their social media and Internet usage. She says girls face enormous pressures to post "hot" or sexualized photos of themselves online, and she adds that this pressure can make the Internet an unwelcoming environment. "I think a lot of people are not aware of how the atmosphere has really changed in social situations ... in terms of how the girls are treated and how the boys behave," Sales says. "This is a kind of sexism and misogyny being played out in real time in this really extreme way.""