When brands utilise fan made, or user generated content, it becomes the advertising equivalent of citizen journalism. It promotes the idea of participatory culture, while also adding to the narrative of the brand identity, and creating a community of collective understanding, collective intelligence, and collective passion (or brand tribes) around the brand organisation.
Bruns (2007) outlines characteristics of produsage with these 4 main points:
- Moving away from dedicated individuals/teams, towards broader generation and distribution via participants;
- Produsers move between the roles of leader; participant; and content user;
- The generated content isn’t necessarily a finalised product, but something which can still develop;
- Deliberate blind eye turned from copyright, in order to build upon existing works for further engagement.
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