Social Media and reproduction of prosumer identities:Re-considering advertising strategies in the age of ubiquitous social media Mohammad Kazeroun Bucks New University, UK
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.
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
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
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
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
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.