AGE OF THE 'PROSUMER'

CNN has just unleashed ‘iReport’, a user generated website, as an attempt to keep abreast of current consumer trends. The company first embraced the idea of user generated content, or citizen journalism, in August of 2006 (http://ww.mediaweek.com/mw/news/interactive/article_display.jsp?vnu_content_id=1003708936)but since then citizen journalism has fast become the way of the future.

The rise in prominence of ‘user contributed’ websites such as YouTube has shown that consumers demand ultimate attention. Trends in marketing and advertising have seen the focus shift from the mass onto what is deemed ‘an audience of one’. Simply, people want to be tailored to. In today’s modern age of instant gratification ‘skim reading’ or quick consumption has become the norm. More so than ever news sites are clambering for the increasingly fleeting attention of their readership. Blogs and hybrid news and entertainment websites are popping up on the internet at an increasing rate and large media corporations such as CNN have to keep ahead of market challenges.

iReport cleverly uses the input of everyday citizens to provide eye-witness accounts and constant feeds of information. The website features a section containing footage shot and stories produced by citizens that have made CNN broadcasts. iReport essentially encapsulates hard news via the involvement of ordinary citizens and as a byproduct it strengthens the relationship between the company and its ‘consumers’. What blogs and user generated content has shown us is that the way of the future is collaboration. Yes, the journalist is still important, but people want stories and information quickly above all else even if that means the story comes from someone next door or an eye witness who has captured the story on an amateur camera.