The Hidden Persuaders ends on a very negative note, stressing how the commercial media has even co-opted teenage rebellion. However, new uses social media do not have to be negative -- anti-smoking and AIDS awareness are examples of campaigns that have been conducted through Twitter, Facebook, and other online venues (Evans 2006). But the problem with social media and marketing remains that it is often hard to see who the metaphorical puppeteer is, orchestrating the enthusiasm or outrage of the latest cause, campaign, or advertisement.

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