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Control Freaks: How User-Generated Content is Managed in Advertising Campaigns. The Romanian perspective

Author

Listed:
  • Rodica Maria SAVULESCU

    (College of Communication and Public Relations, National University of Political Studies and Public Administration)

Abstract

The advent of Web 2.0 has brought about a paradigm shift in communication: from an informational Web to an editable one. Consequently, the “one-to-many” communication model of the mass media industry has been replaced by one that involves “many-to-many”. Web 2.0 enables those who were formerly conceptualized as audiences/consumers to be part of an open-source movement that means participating into the production of brands and their meanings. It is an era of convergence, of overlapping roles between producers and users/consumers – in short, of “produsage”, “prosumption” and “user-generated content” (UGC). This article investigates how this new paradigm influences marketing communication by addressing the specific case of the Romanian advertising industry. By using in depth-interviews with 20 advertising professionals, it points out to the fact that in communication campaigns with user-generated content there is still a high degree of control from the brand management and agency teams that cannot quite grasp the concept of brand communication democratization.

Suggested Citation

  • Rodica Maria SAVULESCU, 2014. "Control Freaks: How User-Generated Content is Managed in Advertising Campaigns. The Romanian perspective," Management Dynamics in the Knowledge Economy, College of Management, National University of Political Studies and Public Administration, vol. 2(5), pages 311-334, August.
    • Handle: RePEc:nup:jrmdke:v:2:y:2014:i:5:p:311-334
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