Campaigning adverts and audience Readings

User generated advertising is powerful because people trust it more, they're easily persuaded by those who they follow and can relate to. For example instagram influencers could sale products to the public because people are aware that they don't work for the company so they have no reason to lie and that the product is good. It's content which is made by non- professionals (social media posts, blogs, Pinterest).
Another example is when movies pay companies like Snapchat to advertise there film, making filters and boards about the film.
Pro-sumer: no longer 'simply' consumers, we produce our own content. It's used to describe the blurring of the lines between a producer and consumer.
Collective intelligence: Concept (used by media theorist Henry Jenkins) Nobody knows everything.We all know something, this is part of 'participatory culture'. "Take part" with the media rather than passively consuming it.
In some ways UGA is more powerful because it's earlier to remember, it's 35% more memorable than other media and 50% more trusted.