Social media, and Web 2.0 in general, is having an important influence in the world of business, displacing the old model where a clear border existed between producers and consumers. Business are incorporating social media strategies into their business models to make the most of the new context and to avoid falling behind regarding their competitors. Adapt or die.
The AV industry is being affected as well, in both a positive and negative way. The massive spreading of information make easier for consumers to learn and acquire skills that otherwise would just belong to the field of professional producers. Linked to this idea appears again the concept of prosumers (Sorry, noise for everyone!): Consumers directly competing against skilled professionals in the art of media production. Re-mixing their work, spending less money and time, decreasing quality, but after all succeeding! Is it fair? I suppose it depends on who is facing the question.
Having the whole world population as potential competitors must not be funny for big AV companies that enjoyed someday the privileges of exclusivity and monopoly. However, not everything is bad. Social media and media convergence, is bringing as well new opportunities. New market sectors to explore and expand themselves, as is the case of the increasingly popular short-form video content sector. The possibility of being ahead of the future success or failure of a production, by studying the latest social tendencies and opinions for similar products. Free marketing campaigns, specially important for small business which otherwise would be almost invisible.
On the other hand, in terms of AV creation, the so-called participatory culture associated to social media is bringing new waves of creativity in both its most beautiful and mediocre forms. Little contemporary art treasures hidden among incredible amounts of rubbish. Anonymous media content inspiring and being used in big AV productions without even realizing its original creator. Is this fair? I suppose it depends on who is facing the question…
Anyway, something is true: the modern AV industry is in everybody’s home. Quality content, in not many of them.
The sound of trees 
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