Inviting Audiences In

Empowerment Through Endorsement? Polysemic Meaning in Dove's User-Generated Advertising

“…Terranova's argument provides a context for studies about how producers strategically encourage consumers to engage in free labor. For example, critical researchers have argued that television producers cultivate audience participation on series' websites because it doubles as unpaid market research (Andrejevic, 2008;Johnson, 2007). The participants, then, might be understood as Bourdieuian ''cultural intermediaries,'' or critics who negotiate between production and consumption in the digital economy (for a critical discussion of this term, see Nixon & du Gay, 2002).…”

“…In recent years, however, the production–consumption boundary has become increasingly porous, evidenced by the shift to two‐way, interactive communication and the subsequent rise in consumer‐ or user‐generated media content. This phenomenon has been explored through a variety of scholarly lenses, including the emergence of a participatory culture of convergence (e.g., Benkler, 2006; Bruns, 2007; Jenkins, 2006); the Internet as a site of audience feedback (e.g., Andrejevic, 2008; Brooker, 2001; Johnson, 2007); the changing role of consumer labor in the digital age (e.g., Shimpach, 2005; Terranova, 2000); and the significance of consumer participation to traditional media industries (e.g., Deuze, 2007; Knight, 2008).…”

A participação enquanto talismã: uma reflexão metafórica e teórica sobre a conceptualização da participação

“…Um segundo elemento que serve para fundamentar a ideia do ritual é o facto de os média nos convidarem a participar. Este é um aspeto essencial do modelo de ritual de Carey, mas já outros autores de abordagens socioculturais haviam sublinhado a natureza convidativa da participação (Gulbrandsen & Just, 2011;Johnson, 2007). Hille e Bakker (2013, p. 4) chamam a atenção para o facto de "o público precisar de ser estimulado e convidado pelos média antes de oferecer o seu contributo (relevante).…”

Mainstream cultural production and audience citizenship

“…Connected viewing will inevitably affect the current media landscape in terms of active audience participation. Although there is much criticism of connected viewing with respect to its expansion of digital labor, or free labor, since audience members have more opportunities to produce data for advertisers and media conglomerates (Bird, 2011;Deller, 2011;Johnson, 2015;Terranova, 2000), the affordances provided by the second screen in facilitating user engagement cannot be ignored (Doughty, et al, 2014;Lochrie & Coulton, 2011;Pittman & Tecfertiller, 2015;Giglietto & Selva, 2014;Xu & Yan, 2011). More than 36 million Americans used Twitter to discuss the televised content they watched in 2013 (Nielsen, 2014).…”

“…Although there is a rich body of research on parasocial interactions between audience members and actors in television programs, viewers find it easier to connect with ordinary people than with actors on television (Xu & Yan, 2011). Audience feedback turns into production and cultural production (Johnson, 2015). The synergy of television and social media enables audience members to feel empowered to actively influence the production (Poniewozik, 2006).…”