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Social Media and Reproduction of Prosumer Identity: Re-considering advertising strategies in the age of ubiquitous social media - Mohammad Kazeroun
Social Media and Reproduction of Prosumer Identity: Re-considering advertising strategies in the age of ubiquitous social media - Mohammad Kazeroun
Social Media and Reproduction of Prosumer Identity: Re-considering advertising strategies in the age of ubiquitous social media - Mohammad Kazeroun
Social Media and Reproduction of Prosumer Identity: Re-considering advertising strategies in the age of ubiquitous social media - Mohammad Kazeroun
Social Media and Reproduction of Prosumer Identity: Re-considering advertising strategies in the age of ubiquitous social media - Mohammad Kazeroun
Social Media and Reproduction of Prosumer Identity: Re-considering advertising strategies in the age of ubiquitous social media - Mohammad Kazeroun
Social Media and Reproduction of Prosumer Identity: Re-considering advertising strategies in the age of ubiquitous social media - Mohammad Kazeroun
Social Media and Reproduction of Prosumer Identity: Re-considering advertising strategies in the age of ubiquitous social media - Mohammad Kazeroun
Social Media and Reproduction of Prosumer Identity: Re-considering advertising strategies in the age of ubiquitous social media - Mohammad Kazeroun
Social Media and Reproduction of Prosumer Identity: Re-considering advertising strategies in the age of ubiquitous social media - Mohammad Kazeroun
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Social Media and Reproduction of Prosumer Identity: Re-considering advertising strategies in the age of ubiquitous social media - Mohammad Kazeroun

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  • 1. Social Media and reproduction of prosumer identities:Re-considering advertising strategies in the age of ubiquitous social media Mohammad Kazeroun Bucks New University, UK 
  • 2. The Challenge of Power Social Media: ‘democratizing’ or ‘surveillance’ tool?  On the one hand: ‘Mass-self communication’, ‘Prosumers’; Smart, active, and engaging consumers  On the other hand: The ‘Big Data’; a new source of power Sharing has made life easier, but there is a price to pay! ‘Confessional Society’ (Bauman 2007). ‘Sharing’ is becoming part of our being.
  • 3. Digital Companies as Power Brokers? “Power in the network society is communication power” (Castells 2009, p.53) Both power and counter power need to use the same path Google: the new spirit of capitalism From de-centralization to re-centralization
  • 4. Commodification of Freedom% agree social networking is an integral part of their social identity ‘Selling access to the networks in exchange for surrendering privacy and becoming ad targets’ % agree concerned about the amount of personal data that goes online Source: Wave 7, 2012
  • 5. New Ways of ‘Control’ Is it possible to ‘control’ the flow? What are the challenges?  Attention. Content over-load/saturation. Audiences are far more discretionary  Big Data  Transparency  Brand image/communication
  • 6. Social Ad StrategiesFrom advertising to brand relationship‘Advertainment’Creativity/InnovativenessPersonalizationPredictionSocial/Mass media integration plan Product/Service specification Being professional and unprofessional at the same time!Transparency
  • 7. Social Legends
  • 8. Things can go wrong!
  • 9. Future Trends‘4 Screen’ & AR
  • 10. Business As Usual? ‘Post-hegemonic’ power (Lash 2010) is invisible and works from within. Consumer/prosumer culture grows with sharing Social networking websites is becoming a ‘marketplace’ to present consumer/prosumer identities Mainstream media’s ‘celebrity culture’ is being imposed to and reproduced by new media’s ‘micro-celebrities’ (Marwick and boyd 2011) Language, image, sound, design, and other semiotic resources used in social ads are vehicles of transforming power and domination to the new environment. Discourses created in the social Web help to produce and reproduce consumer/prosumer identities.

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