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Brands Find TikTok a ‘Sunny Place’ for Advertising

Ever since young Americans began their exodus from commercial television to streaming services and social media, advertisers have searched for the digital equivalent of home shopping channels, a place online […]




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Birds Aren’t Real, or Are They? Inside a Gen Z Conspiracy Theory.

Most Birds Aren’t Real members, many of whom are part of an on-the-ground activism network called the Bird Brigade, grew up in a world overrun with misinformation. Some have relatives […]




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The 37-Year-Olds Are Afraid of the 23-Year-Olds Who Work for Them

Ms. Rodriguez is one of many managers who recalled her Gen Z employees being the first and most vocal in urging companies to demonstrate their support for the protests after […]




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Now Going Viral: Meeting Online Friends in Real Life

Marissa Meizz, 23, was out to dinner with a friend in the East Village in mid-May when her phone started buzzing. She tried to silence it, but the texts kept […]




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Text Memes Are Taking Over Instagram

LOS ANGELES — Last month, the singer Courtney Love, who is a keen observer of social media trends, posted a cryptic message on Instagram.“Lots of people don’t understand Gen-Z,” she […]




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To Fight Vaccine Lies, Authorities Recruit an ‘Influencer Army’

In March, the White House also orchestrated an Instagram Live chat between Dr. Fauci and Eugenio Derbez, a Mexican actor with over 16.6 million Instagram followers who had been openly […]







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Mr. Beast, YouTube Star, Wants to Take Over the Business World

Mr. Donaldson declined to be interviewed. A representative for him declined to address the working conditions at his companies but said of the videos with offensive content: “When Jimmy was […]