Key Terms; 

User Generated Content - Content created by the audience/fans who are unpaid. e.g taking a picture and posting it on instagram, or a tweet on twitter,

Shareable content - Put simply "shareability" is the potential of a given piece of content to be transmitted or shared by a third party, if you can complement your content with genuine, personal engagements via social media on a regular basis, eventually you'll build a loyal audience of followers on your social platforms.

Pro-sumer - a person who buys electronic goods that are of a standard between those aimed at consumers and professionals. We are not consumers, we produce our own content. 

Participatory Culture - Participatory culture is an opposite concept to consumer culture — in other words a culture in which private individuals do not act as consumers only, but also as contributors or producers.

Collective Intelligence - Shared or group intelligence that emerges from collaboration.

Web 2.0 - The second stage of development of the internet, characterized especially by the change from static web pages to dynamic or user-generated content and the growth of social media. Basically it just means calling the internet.


Q: Task: The Starbucks #WhiteCupContest. Which attracted around 4000 entries over three weeks https://news.starbucks.com/news/starbucks-invites-you-to-decorate-its-iconic-white-cup -  According to IPSOS, user-generated content is 35% more memorable than other media, and 50% more trusted.  Why is user- generated advertising so powerful?  Consider the position of audience as “pro-sumer” and “collective intelligence.”

A: User Generated advertising is so powerful today because a lot of people use social media today, which means it's very influential, people get content from social media and they play around with it, which means they can make UGC, though these are usually made by fans, people who are unpaid. So for example, Starbucks is very popular on social media, especially Instagram, so since many people are on instagram and love Starbucks, they'll advertise it by 'decorating its iconic white cup' Further, this audience can be called 'prosumer' which means that they're not only consumers, but they're also people who make their OWN content, and since so many people are doing this advert, signifies that it's a collective intelligence - people are involved, they're participating.

"This is abuse" ad, this is made for the demographic audience of 16-18, who are facing abuse in their relationship and pressures of having sex. It has been made so that people can acknowledge these issues and put a stop to them.

"Be food smart - Change4Life" ad, the fact that they use a kid in this advert, shows that he is talking to the parent, so that they can make their kids eat right. We can also acknowledge that this advert consists of a familiar speech, this again, is because of the kid and thus makes the advert more friendly.