After coming across Spreadable Media: Creating Value and Meaning in a Networked Culture I considered what constitutes meaningful participation. There is now a shifting relationship between producers and the audience. The audience now take part in what is called meaningful participation. The viewers are now the people who picked up the camera, “Think of the passenger on your ship who’s got a boat of their own”, 13% percent of U.S adults online were “actual creators”- Van Dijck and Nerburg (2007). “There have been debates in the boardroom between prohibitions and collaborates to start building relations with there audience”- Jenkins 2006. Companies are prone to hearing rather listening however potential benefits can be achieved through listening and responding to audiences.
With new data audience targeting has changed, potential customers are able to be targeted and analysed with every step of their engagement with a product or a service. Advertisers were able to advertise to massive audiences with undifferentiated ads during the 1950s-1980s due to limited channels. As time passed the consumer was able to chose content to their specific interests and advertisers had to adapt their methods. By 2018 95% of Americans had cell phones and 77% smartphones allowing them to stream multiple networks. However some companies still want to emphasis volume which results in a loss and annoys the costumer. ‘Rather than refine they’re targeting, some companies differ to distributing their ads in abundance.’ Nowadays every ad should be created and targeted with specificity.
After coming across homemade videos (Harley Davidson- We are A Community) supporting a certain brand for free you come to realise that many brands that have become mainstream could have been any number of the brand that try to sell the same product. For instance there were Sephoras before beauty bloggers and tech lovers before Apple and motor bike lovers before Harley Davidsons, however these brands all became main stream due to one thing- the support of there fans on youtube, making people feel part of a community just because they own something from a specific brand. People always want to fit in somewhere and if there are told they are able
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