In terms of preparation for my essay, I have chosen not to write about any of the essay topics that were posted on Learning@Griffith. After the lecture about “produsage” i got an idea. I want to write about how the development in communication technologies affects marketing, and how the traditional marketing is losing its effectiveness in line with the consumers being more interactive.
I have read the journal article from Axel Bruns about “produsage” and used that as a starting point. He highlights how consumers have moved from being passive receivers of mass media to active participants in production and distribution of user-led content.
Basically, in my essay I want to explore how business can rethink their marketing activities and make use of new communication technologies as a marketing tool to engage its consumers, differentiate from its competitors and built brand loyalty.
Of course I need this topic to be approved, so I wrote an email with an abstract and now I am waiting for the response from my tutor before I can continue.
In the meanwhile I am surfing Wikipedia for further inspiration on the topic.
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