Key terms:

• User generated content-created by the audience/ non professionals (blogs,wikipedia,youtube, social media) . traditional 'word of mouth' 
• shareable content-pros:no cost, more trusted due to common representation 
• pro- sumer-we are no longer 'simply' consumers- we produce our own content. 1980s the blurred line between consumers and producers.
• participatory culture-
• collective intelligence- this is a concept used by Henry Jenkins that proposes that 'Nobody knows everything. we all know something. therefore together we can know everything (almost everything)'

Task 4- starbucks
user generated content is very effective as the audience would rely upon their close sources. The starbucks #WhiteCupContest went viral through instagram and twitter, this was a good advertisement as everyone knew about it due to their friends spreading the company. also it's less time consuming