1. The document discusses the changing nature of communication and interaction in journalism and advertising in the digital age. It explores concepts like convergent journalism, participatory storytelling, and user-generated content. 2. Marketers and journalists are recognizing the importance of engaging consumers and users as active participants in content creation and brand building. Users can adopt and modify content through practices like remediation and bricolage. 3. There is a debate around how participatory storytelling and content cocreation may impact notions of truth and the potential spread of misinformation if not carefully managed. Active audience participation blurs traditional lines between producers and consumers.

1. Communication & Interaction in Journalism & Advertising

2. GlobalisationPostnationalismIndividualisation“Cyberculture”

3. Nine Newsbreak App. Launches

4. Deuze “Multi-media” “Convergent Journalism” “We Media” “DIY Culture”

5. "our Internet site will have to do still more to be competitive. For some, it may have to become the place for conversation [...] We need to be the destination for those bloggers.” Murdoch, 2005, at http://www.newscorp.com/news/news_247.html.

6. Rice 2005, “the customer as co-creator of media content”; Jennifer Rice, 2005. "What’s your brand mantra?" at http://brand.blogs.com/mantra/2005/04/cocreation_tren.html, accessed 27/03/11. Leonard 1999, “open source journalism”; Andrew Leonard, 1999. "Open source journalism," Salon (8 October), at http://www.salon.com/tech/log/1999/10/08/geek_journalism/, accessed 27/03/11. And Williams, 2003, “the blogger as citizen-journalist”. Lisa Williams, 2003. "The blogger as citizen–journalist," Cadence90 (10 October), at http://www.cadence90.com/blogs/2003_10_01_nixon_archives.html#106580374740640747, accessed 27/03/11.

7. Confluence Culture The circulation of media content across different media systems, economies, and nations, which depends on active participation of consumers. “every important story gets told, every brand gets sold, and every consumer gets courted across multiple media platforms”. Henry Jenkins, 2006. Convergence culture: Where old and new media collide. New York: New York University Press, Pg. 3.

8. http://www.youtube.com/watch?v=KKQUZPqDZb0

9. Lee Clow, chairman and chief creative officer at TBWA Worldwide, was quoted as saying: “It’s an exciting new format for brands to communicate with their audiences. People’s relationship with a brand is becoming a dialog, not a monologue”.

10. http://www.nytimes.com/2007/10/26/business/media/26appleweb.html

11. “Rather than assembling more media recordings of reality, culture is now busy reworking, recombining, and analyzing already accumulated media material” (Parikka, 2008: 75)

12. Create Your Own Identity as a M&M

13. The Consumer becomes the Animator just as Online Bloggers are seen as Journalists YouTube Posters as Video Directors

14. Mini YOURS http://www.minispace.com/en_us/article/MINI_yours/514/?eid=514

15. http://www.elfyourself.com/

16. http://mccafesnowflakes.brmethod.com/

17. Confluence Culture Active agents in the process of meaning-making (we become participants). 2. We adopt but at the same time modify, manipulate, and thus reform consensual ways of understanding reality (we engage in remediation). 3. We reflexively assemble our own particular versions of such reality (we are bricoleurs).

18. http://www.youtube.com/watch?v=owGykVbfgUE&feature=relmfu

19. http://www.youtube.com/watch?v=_-fLV28SkZ8&feature=player_embedded

20. QUESTIONIn this new era of digital media and content… To what extent can “news” storytelling be content– or connectivity–based, and what level of participation can or should be included in the narrative experience? Does “truth” or the spreading of false information become an issue here? http://www.abc.net.au/mediawatch/transcripts/s2611645.htm

21. References: Deuze, Mark (2007) “Convergence culture in the creative industries,” International Journal of Cultural Studies, 10(2), 243–263. Deuze, Mark (2006–07) “Utopia versus dystopia: When online journalists contemplate their new medium,” Journal of New Media and Culture, 4(1), at http://www.ibiblio.org/nmediac/winter06_07/onjourn.html. Deuze, Mark (2006) “Participation, Remediation, Bricolage: Considering Principal Components of a digital culture”, Information Society, 22(2), 63-75. Deuze, Mark. (2005) “Towards Professional participatory storytelling in journalism and advertising”, First Monday, 10(7), at at http://firstmonday.org/htbin/cgiwrap/bin/ojs/index.php/fm/article/view/1257/1177 Accessed 27/03/11. Richards, Jeff I. (2000) "Interactive advertising concentration: A first attempt," Journal of Interactive Advertising, 1(1), at http://www.jiad.org/vol1/no1/richards/, accessed 27/03/11. Leonard, Andrew. (1999) "Open source journalism," Salon (8 October), at http://www.salon.com/tech/log/1999/10/08/geek_journalism/, accessed 27/03/11. Jennifer Rice. (2005) "What’s your brand mantra?" at http://brand.blogs.com/mantra/2005/04/cocreation_tren.html, accessed 27/03/11. Parikka, J (2008), ‘Copy’ in Fuller, M. (2008), Software Studies: A Lexicon, Cambridge, Mass: MIT Press. Pavlik, J (1997), The future of on-line journalism: bonanza or blackhole?, Columbia Journalism Review, 30-36. Pavlik, J (1999), New media and news: Implications for the future of Journalism, New Media and Society, 1(1), 54-59. Lisa Williams. (2003) "The blogger as citizen–journalist," Cadence90 (10 October), at http://www.cadence90.com/blogs/2003_10_01_nixon_archives.html#106580374740640747, accessed 27/03/11. Stuart Elliott. (2007) “Student’s ad gets a remake, and makes the big time,” New York Times (26 October), at http://www.nytimes.com/2007/10/26/business/media/26appleweb.html?fta=y, accessed 5 March 2009. Henry Jenkins. (2006) Convergence culture: Where old and new media collide. New York: New York University Press. Lessig, Lawrence, Free Culture: The Nature and Future of Creativity, New York, Penguin Press, 2005. Mary Beth Kemp and Peter Kim. (2008) “The connected agency marketers: Partner with an agency that listens instead of shouts,” at http://www.forrester.com/Research/Document/Excerpt/0,7211,43875,00.htmlAccessed 27/03/11. Sheehan, Kim Bartel and Deborah K. Morison. (2009) “The Creativity Challenge: Media Confluence and its Effects on the Evolving Advertising Industry”, Journal of Interactive Advertising, 9(2), http://jiad.org/article116 Sheehan, Kim Bartel and Deborah K. Morrison. (2009) “Beyond Convergence: Confluence culture and the role of the advertising agency in a changing world”, First Monday, 14(2-3). http://firstmonday.org/htbin/cgiwrap/bin/ojs/index.php/fm/article/viewArticle/2239/2121 Faneslow, J. (2008) Community Blogging: The new wave of citizen journalism, National Civic Review, 97(4), 24-29. Carey, James (1989). Communication as culture: essays on media and society. Boston: Unwin Hyman.