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Consumer-Generated Content: All are Equal, but Some are More Equal Than Others
Every day there are millions of people watching sports, game shows, or just about anything on TV and thinking to themselves “I could do a better job than (insert quarterback, contestant, or cable TV show host’s name here).” That used to be the end of the conversation for the couch potato unhappy he never got the shot to live out his dreams. Today, however, some companies would like people to believe that through consumer-created content and the emphasis on user participation, everyone has an equal chance be nationally recognized for something. But do they?
Last month CNN hosted what was called the “YouTube” debate. Questions for Democratic presidential candidates were submitted by YouTube users, rather than prepared by a moderator. While the success of the event and its impact on social media is up for debate, what is overlooked is the fact that CNN chose which questions would be asked. Questions were asked that wouldn’t normally have been asked during a typical national debate (like two women asking “Why can’t we get married?”), but only a few chosen by CNN were heard out of thousands submitted. I am in no way advocating that the media give up its status as the gatekeeper of information, but shouldn’t a true web 2.0 debate rely on a user-based voting system?
Most East Coast residents by now have seen the McDonalds “I’m into nuggets y’all” commercial that was marketed as “actual consumer-generated content.” And while it was posted on YouTube by two consumers, they are both members of Chicago’s Second City comedy group and were paid for the rights to the video. Both have also admitted to not really liking McDonalds food. Is that consumer-generated content? Does it matter that they created it as essentially a video resume to further their comedy careers? Do creators of consumer-generated media have to like the product or brand they use?
Lastly, a few months further back, Gino Bona won a contest to create a Super Bowl commercial for the NFL. He pitched a commercial in which fans would be shown mourning the end of the NFL season, and he worked with a director to film the commercial and got to see the game in person. Bona, however, wasn’t just an average fan who woke up one morning and entered the contest. He had previously written sports columns for ESPN.com and was employed at a marketing firm when he made the pitch. Does that make the contest less credible than if a less experienced fan had won?
Given that consumer-generated content is in its infancy, these three examples show that companies are at least trying to build relationships by letting people into the process who aren’t on the payroll. Do you think corporations will one day be comfortable giving up the control of their brand and images to everyday people? Is it happening already in other ways?
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