The goal of this paper is to present an innovative methodology to exploit user generated content as a data source for sociological research. The methodology will be presented by discussing a specific research case study project. The discussed research project goal is to describe the role of media contents in the construction of generational identity through a two step question. May specific media-products get user generated generational discourses started? If so, may those discourses be used to investigate the shared generational we sense?