Audience Participation – Vimeo

Vimeo is a online video hosting platform similar to YouTube. You create an account, post your content, and receive feedback on your content from your peers, through comments or likes.

The thing that makes Vimeo different from YouTube basically comes down to the users. Much like YouTube, the content of the site is primarily made up by the users, the comments, the videos, the popular videos and popular channels are all decided by the users. But on Vimeo the users seemed to take the website in a different direction. This statistic website claims that YouTube has 900,000,00 unique viewers each month, where as Vimeo is said to have only 70,000,000. This makes Vimeo a more niche market, and the people that use Vimeo seem to use it because of this. The niche market means although there isn’t a huge range of different content, the content there is should be right down your street. It also means, in theory, the viewers of your content should be more knowledgeable about the subject, meaning there feedback, comments, likes, private messages are more useful. More of it is creative feedback, to help you make your content better. This niche market is a lot different from Youtubes. If you have ever seen the comments on a YouTube video, anything gets slagged off and brought down in quite a harsh way. Wether that is a music video you spent hours creating or a video of a baby bird stretching its wings. Someone somewhere on YouTube will find a reason to slag it off.


Audience Participation in Advertising

In the modern society, people are exposed to the enormous amount of advertising every day. Different sources estimate that the number of ads we see varies approximately from 250 to 3000 per day and above. Furthermore, consumers are aware of the fact that brands are constantly trying to sell them their products and, therefore, traditional advertisements are met with mistrust or often go unnoticed. The saturation of our everyday life with advertising means that the industry has an increasing demand for producing new, noticeable and interesting content.

The novel concept of user-generated content (UGC) provides a good solution for current market conditions. UGC is any form of content created by users and publically available to other consumers, often via social networks. The studies show that millennials trust the user-generated content 50% more than other types of media and, additionally, it proves to be 35% more memorable.

For example, Pampers launched a ‘Love, Sleep & Play’ campaign in 2013 that was majorly based on the use of UGC. This one-minute commercial consists of edited together real-life Youtube videos that show parents kissing and hugging their babies and them laughing, playing or falling asleep. Due to the use of user-generated videos, the commercial received a highly positive feedback, as the advertisement looks genuine and sincere.

By involving the audience and encouraging it to participate in advertising campaigns, the brands can create stronger consumer loyalty, higher brand-user interaction and lead to more trust towards their brands. This ultimately leads to the main goal – increase in sales.


“Do it for the Vine” was one of those cringeworthy sayings of 2015. However, that’s exactly what many people were doing. Vine is a video-sharing service in which members upload videos of up to six seconds that play on a continuous loop. By uploading to Vine, they are then often shared onto social platforms such as Twitter and Facebook. All of the content on the service is created and uploaded by Vine’s users. This allows us to not only consume the ‘Vines’ but create them ourselves.

When Vine first launched, it was mainly used for users to document short snaps of their life and share them to friends, very similar to Snapchat. However, users have shaped the way it is now used, with many people using it for comedy purposes. One of the most popular clips of the last year featured a man pushing down on hundreds of howling rubber ducks. This led to 6 second song covers featuring the screaming ducks, showing how the audience participation shapes other content…

If you somehow haven’t seen it…


Users have also started using Vine for journalistic purposes, which has led to news organisations creating short clips to share with their consumers. A man was coincidentally filming the match between France and Germany when there was a explosion. he instantly uploaded this to Vine, gaining over 400 million loops.

The ease of viewing a vine has interested many more businesses and users and is constantly shaping the content on the platform.

We Media

This week I would like to talk about the ‘WE MEDIA’. We Media refers to these private and independent communicators. They disseminate the information by using modern and electronic means. The information and content can be normative and non-normative. In general, media platforms include: blog, BBS and other network communities. The successful examples are like Facebook, Twitter and several social networking websites. Because in these cases, the audience can shape the process and the results of some social events. Users can become both publishers and audiences. It is easier to do interaction between providers and users and build the relationship between technologies and people.

First, We Media has the features, such as diversification and wider coverage. The users of We Media from several kinds of job,. To some extent, their comprehensive understanding of news events can be more specific, clearer, and more realistic,

On the other hand, the main body of We Media comes from the middle class and the bottom of society. Comparing with the professional reporter and traditional media industry, these amateur practitioners relatively reflects fewer utilitarian. Because they do not belong to any commercial cluster and media companies, also they do not have to receive the examination and verification system, their involvement has fewer positions and prejudices, their comments and analyzing of news and events can be more objective and fair.

American News Channels


Something that is drastically shaped by its audience are news channels. People tend to watch whichever news channel appeals to them most and corresponds with their political views, especially in America. One example is Fox News. The overwhelming majority of the time, conservatives are the ones who tune in to this channel, while liberals are more likely to tune in to CNN or NBC News.  

These channels have specific target audiences in mind. They talk about stories that the audience will want to hear and affirm their beliefs, not contradict them. This article from Business Insider talks about bias in the news channels in America.

This issue is unlikely to ever go away, but is a fact of the media. However, it causes and feeds into a lot of issues regarding politics in America. If people only listen to one news channel, and that news is all biased, they really only hear one side. As a result, Americans are not fully educated on issues and do not have a very open mind when it comes to politics. If all they hear is something that just re-affirms their own beliefs, they will not hear any other opinions. Media bias as a result contributes to the polarization of political affiliations in the country; Democrats versus Republicans.



SBTv is one of the most renowned YouTube sensations of this era. Created in 2006 by Jamal Edwards – A teen, passionate about locating the next best grime artist whilst using a handy cam that his mother bought him for Christmas. Edwards capitalised on the fact that many who also enjoyed the Grime music genre wished for a platform that showcased the freshest artists and hottest music on the scene.

SBTVIts actually quite funny if we look at YouTube, pre-SBTv. There were less videos of new and up and coming artists. Yes, YouTube had only began a year earlier, but did SBTv set the trend for showcasing talent in such a way?

In my opinion, it did. Although there were videos of this nature prior to SBTv, Edwards capitalised on this concept which I think has made it more prominent today. Also, the channel is user generated – meaning, Edwards looks to his audience as to what or who he chooses to endorse.

The content has been shaped significantly by the audience, which is extremely visible in the viewership. The main purpose of SBTv is to provide its audience with what they want to hear and what they want see –YouTube Logo  new and rising artists. The audience have participated in its creation, through not only its content, but also the platform. YouTube was created in 2005, with the intention of users having the ability of sharing their videos, so this alone is user generated.

SBTv has been around for just over ten years now, and has intentionally been made for ‘the people.’ In many instances,  a show such as this would have transitioned from the internet to Television with hopes of it going global. However, because the internet has become the primary source for todays audience – on a world wide scale, yes there really any point. Created purposely for its audience to control, it would defeat its purpose if it ever moved soely to another medium.
Without audience participation, this show would never have become as successful as it is today.

Fan Fiction

All the content on fan fiction websites is generated by the audiences. The websites are used as a platform which devoted fan can share their own alternative endings and stories for games, shows, books and many more. As there is no guidelines on these websites the audience can write about anything from hypothetical romance between their favourite pop stars to an untold story of Doctor who. The content produced can be read by other members and allow users to give suggestions on how to improve their content or express how much they enjoyed their writing.

Well established websites such as Wattpad offer users to write their own short stories as well as fan fiction. With competitions and tips on how to start writing, the site is constantly encouraging more content from the user.

I feel these sites have the most niche form of audience participation as member produce alternative content for the media they like instead of just giving their opinion. These websites focus on embracing imagination and improving on basic literacy skills instead of trying to build an ideal digital profile. User are anonymous and do not worry about their image or branding which is often associated with social media sites and YouTube channels.