Consumers control the online environment so brands need to think about facilitating ‘user-created actions’, not jus ‘user generated content’. “Unlike newspapers and T.V. where the advertisers are speaking at the customers, the internet allows for a back and forth interaction http://chinaseekinggalpha.com/article/30979
What I particularly like about http://www.mtv.co.uk/ is that to a certain extent the user has many roles such as being the customer in purchasing the products available such as music albums, the consumer in taking in the news material available, the audience by watching the videos featured on the site, the participant in the forum or message boards as well as the producer such as seen in video blogs. It think that all these feature make communication amongst different people in society, the main advantage that there is no right way to use it because it is non-linear because of the aid of hyperlinks. The site also has different levels of engagement and this is broken into three parts according to http://www.getinvolved.qld.gov.au/engagement/engagement-in-qld/engage-levels/engage-levels.html
Identification- the user identifies with the content on the site as entertainment as well as other users who like the program
Belonging- having a sense of shared values and common practice
Commitment- people who are passionate enough to devote a lot of time and/ or money on the site (I don’t quite agree with this last point though :))
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