Tyler Stothers – Taking Advantage of Consumer Creativity

Posted: March 3, 2014 in Uncategorized


After leaving class this past Friday I began to think about some of the various companies that are now taking advantage of the opinions and creativity of their target market. Obvious industries pointed out in class such as online shopping, hotel reviews and video games were easy, however I saw an ad today that I believe demonstrates how far this idea of consumers as producers has come.

CBC’s “reality” television show called “Recipe to Riches” is a perfect example of companies listening to their consumers. Presidents Choice’s Frozen Food brand is even taking it a step further and putting consumers and their best recipes to the challenge for the opportunity to win money and have their recipe featured in their product line.

I thought this was ingenious by Presidents Choice and making it into a reality/competition gameshow on CBC just adds to the idea’s value. This is essentially the consumer producing a successful product for Presidents Choice that is tested and voted upon to ensure market success. The winner in turn receives all the “glory” and what is pocket change to PC ($250,000 still aint bad). This marketing move by PC shows the dramatic impact consumers now have on the producers of goods and services….even frozen food!

  1. cs341blog says:

    My post is in relation to Tyler’s response about consumer creativity. The creative industry “seeks to describe the conceptual and practical convergence of the creative arts (individual talents) with cultural industries (mass scale), in the context of new media technologies within a new knowledge economy, for the use of new interactive citizen consumers” (Deuze, 249). This means that companies are using new forms of advertising that appeal to their audience better. They take advantage of individual creativity and large scale consumerism and incorporate it with each other to create an effective marketing tool. The concept is called convergence culture, but more specifically focuses on media participation. The advertising, as Deuze illustrates, becomes interactive, open to external intervention and gives users increasing powers of access (246).

    An example of this, which was a case study in Deuze’s readings, is Amazon. Amazon, as we know, is a successful Internet company that allows users to sell products online to customers. Amazon utilizes individual creativity of its customers through sales techniques, reviews and recommendations. Users are able to make an online profile and display the products they are selling however they wish to. There is a relationship made between the professionals (creators and Amazon employees) and the amateurs (the users and customers). ‘Prosumers’ is the best way to describe the users and customers of Amazon because they produce an online profile and consume the products that are available. Deuze believes this is an important concept to grasp because of the new world of advertising, media, and telecommunications that is emerging in the future. Overall, the convergence culture, according to Deuze, is an effective practice that media companies should be a part of.

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