Key terms
user generated content (UGC)- examples: social networking sites, youtube, wikipedia. content made by non-professionals
How can it be used as marketing?

• cost effective 
• more accessible
• shareable content
• provides exposure  

shareable content
pro-summer- we are no longer 'simply' consumers- we produce our content. Since the term "prosumer" has been used to describe the blurring of the lines between producers and consumers.
But the dawn of Web 2.0 make this more of a reality to everyone.

participatory culture

collective intelligence- this a concept (used by media theorist jenkins) that proposes that Noby know everything . we all know something.


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.

• Consider the position of audience as “pro-sumer” and “collective intelligence.
• ” Why is user-generated advertising so powerful?