USER GENERATED CONTENT Y MARCAS: NIÑOS Y ADOLESCENTES COMO CREADORES DE CONTENIDOS (original) (raw)

Abstract

Free Internet access and the numerous sources of content that the Network can generate to transmit ideas, has favoured the emergence of new actors –young creators of content, or prosumers, whose messages can have the same ability to influence society as those created by mainstream media and businesses. Cases like those of Martha Payne and Marshall Reid, are examples of a new generation of opinion leaders whose way of doing things has turned them into role models. These children and teenagers have managed to become a source of inspiration for their peers and adults promoting changes in their lifestyles. This potential has been used by publishers, health food brands, prestigious chefs, foundations, and international leaders as political communication strategy. In this way, some private organizations have taken this leadership role and included it in their corporate social responsibility programs. On the one hand, it introduces a higher media profile, and on the other, it inspires loyalty in children and teenagers. This paper focuses on an analysis of how brands enhance their image and reputations in the Net, as well as analysing various projects born in the network that are created by young users with repercussions in mass media. To do this we have used the Delphi method. The results of the study demonstrate that the alliance "teenage communicators"+brands enhances their image because it attracts young people and is shared with other users, thus multiplying its positive effects in new audiences.

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