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Social Media and Reproduction of Prosumer Identity: Re-considering advertising strategies in the age of ubiquitous social media - Mohammad Kazeroun
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 Strategies
From advertising to brand relationship
‘Advertainment’
Creativity/Innovativeness
Personalization
Prediction
Social/Mass media integration plan
Product/Service specification
Being professional and unprofessional at the same time!
Transparency
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.
