User Generated Content: Freedom of creating content overwhelm traditional values

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Firstly I want to start with something positive that I’ve seen lately. The conflict between China and Vietnam over the East Sea has motivated a group of young people to film and share a video clip called “Vietnam loves peace” on YouTube to affirm the love for our country and the yearning for peace of Vietnamese people. This is a great example of how meaningful it is to take full advantage of the modest technology of UGC and create something to be remembered proudly.

Undeniably, the spread of UGC practices are important in presenting a profound shift in the relationship between the media, consumer and technology (TurnerHopkins2013). Due to the rapidly emergence growth of UGC, we now everyday accidentally or deliberately expose to an increasing amount of social and political participation as well as more widespread creative practice. However it also has its own downside when people trying to abuse the freedom of expression unconsciously, go beyond permissible limits and go against the traditional principles (Irene2012). Yes, I’m talking about the challenge that UGC comes with when it is used widely and freely in Vietnam: there are profoundly disruptive content that seriously affect the fine traditions.

 

In a stark contrast with the clip “Vietnam loves peace” which truly demonstrates the human culture virtues of Vietnamese and received significant supports from online community. “Apartment number 69” short sitcom series has been prohibited under the control of Vietnamese Film Department due to the vulgar content which is totally not suitable with the local culture. This is such a price to pay for people who passionate in producing creative practices yet still have unorganized manufacturing that go without the permission of state management agencies (Trung2014).

Moreover, the involvement of UGC also relates to democratic engagement among citizens (Östman 2012). The expressive, performative and collaborative features somehow bring significant impact on the way people react to the state apparatus.

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Vietnamese traditional values have been affected deeply Confucians philosophy which most important expectations were to show respect to the elderly, officials and politicians (Vietspring2000). But the openness of UGC once again breaks this fine tradition with the disrespectful statuses, abusive fanpages and ridiculous memes etc. from online community to Vietnam Health Minister – Nguyen Thi Kim Tien and requires her to resign. This warningly shows the ignorance of traditional values from netizens and blurs the certain distance needed between the government and citizens.

 

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I personally appreciate the advantages of UCG for the available useful data via online and connected platforms that we all can benefit from for achieving different goals today. However, I’m extremely worried while thinking about the next generations grows up with a disorienting of chaotic cultures created by UGC.  As the result, they might be exposing to vulgar content at an unexpected age instead of cultural productions which have healthy content and educational value. They might be attracted to the movements of offending others, mocking people who are elderly and ministry instead of showing respects and giving polite and convincing opinions. Vietnam image as a country of gentleness, peace-loving and noble traditional values whether can fully exist when facing an explosion of UGC?

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Reference:

Irene, P, 2012,  ‘Opennet Initiative Update on threats to freedom of expression online in Vietnam’, viewed 6 August 2014 , https://opennet.net/blog/2012/09/update-threats-freedom-expression-online-vietnam

Östman, J, 2012, Information, expression, participation: How involvement in user-generated content relates to democratic engagement among young people. New Media & Society14(6), 1004-1021.

Trung, R,2014, ‘Vietnamese Film Department Attempts Control Of Local Films On Youtube’, viewed 6 August 2014,

<http://twitchfilm.com/2014/06/vietnam-considering-to-control-films-on-youtube.html#ixzz39mMXaFYs>

Turnners Hopkins, 2013 , ‘Report for Ofcom: The Value of User-Generated Content’ , viewed 6 August 2014 , <http://stakeholders.ofcom.org.uk/binaries/research/research-publications/content.pdf&gt;

Vietspring , 2000 , ‘Vietnamese traditional values’, viewed 6 August 2014, <http://www.vietspring.org/values/traditionalval.html> 

 

 

 

 

User Generated Content: Springboard to the unlimited or limited creativity?

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In the last blog, I mentioned how UGC help Vietnamese marketers to successfully reach their target customers and make them potential storytellers. In this blog, once again, I’m excitingly to talk about how this range of communication technologies has an impact on Vietnamese youth and their creativities. As a young netizen, I feel interesting yet bewildered while exposing to a mountain of different UGC creative practices created by local young people every day.

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Every day I expose to people creative practices

Every day I expose to people creative practices

 

Vietnam has the quickest growth rate of Internet users in the region with 40% of Vietnamese’s online population in between the ages of 15 and 24 (Do2013). Internet helps Vietnamese young people to live more socialize , dynamically and confidentially since they can cultivate knowledge and expand relationships with just one simple click. Unlike traditional Vietnamese young generation, Vietnamese young people today are no longer timid and passively watching other’s creative works on TV, magazine etc. Thanks to the innovative applications, young people now can actively do something seemingly impossible like creating their own production such as drawing, movie, game , blog , vlog or even create software programs which all have high applicability in today society.  

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Thus, UGC gives young people more opportunities to develop their talents, assert contributions and even generate additional income (EFF2013).  Specifically, Nguyen Dong Ha – a young game creator has created a called Flappy Bird which has been the No.1 free game in IOS and Google Play appstores for the past few months. It’s a simple game in terms of graphics, but it is competitive and challenging which make the game players feel extremely addicting and keep sharing their playing experiences (Gamesbeat2014). Despite the issues which caused the removal of Flappy Bird, this hot viral gaming had been popular globally and brought $50.000 advertising revenue to the game creator per day. This is indeed a great example to inspire Vietnamese young people to embrace technology and get creative (Ellis2014). 

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Obviously, UGC allow users to collaborate in a way that helps them be creative at their will and pleasure and connect with the world. However, young people who operate in the digital field mostly have lack of knowledge about the rights, restrictions and the copy law (Palfrey, Gasser, Simun, and Barnes 2009). For instance, Son Tung Mtp – a young Vietnamese underground singer had engaged in an unlawful behavior such as illegal plagiarized beat, copied style and music video content from famous Korean singers. He was successfully produced his own music productions, gained huge media coverage and a large number of fans. Unfortunately, the truth was debunked and those projects which not his original works were stripped of music awards under the decision of the Ministry of Culture. This is such an expensive lesson for educating Son Tung Mtp and young people to be aware of copy right law, “in terms of their ability to contribute to cultural knowledge with creative practices and to engage with the law that governs society” (Palfrey, Gasser, Simun, and Barnes 2009).

 

 

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To be concluded, Internet offers UGC to be used with wide range of purposes. For young people who are full of zeal to conquer worldwide audience with their impressive creative practices should equip themselves with adequate knowledge about copyright law and show respect to other’s content. UCG can be a springboard for you to jump in a sea of unlimited creativity or just push you down to a hole of limited creativity which highly affected by someone else. Stay different, stay creative!   

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Reference:

Do AM, 2013, TechinAsia, ‘Vietnam Internet Report: A Quick Look Into Internet, Mobile, E-Commerce’, viewed 6 August 2014, < http://www.techinasia.com/vietnam-internet-report-quick-internet-mobile-ecommerce/>

EFF, 2013, ‘Fair Use Principles for User Generated Video Content’, viewed 6 August 2014, <https://www.eff.org/pages/fair-use-principles-user-generated-video-content>

Ellis H, The Verge, ‘Indie smash hit ‘Flappy Bird’ racks up $50K per day in ad revenue’, viewed 6 August 2014 , < http://www.theverge.com/2014/2/5/5383708/flappy-bird-revenue-50-k-per-day-dong-nguyen-interview>

Gamesbeat , 2014, ‘9 reasons why Flappy Bird has become the latest viral gaming hit’, viewed 6 August 2014 , < http://venturebeat.com/2014/02/01/9-reasons-why-flappy-bird-has-become-the-latest-viral-gaming-hit/>

Palfrey, J., Gasser, U., Simun, M., & Barnes, R. F. , 2009. ,Youth, creativity, and copyright in the digital age . 79-97

 

 

 

User Generated Content: Making Vietnamese Customers Potential Storytellers

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It was a raining afternoon when I engrossed in checking my Facebook’s New Feeds as a usual way to relax and to see if anything interesting happened so far. Surprisingly, those breaking news and current events that I was looking forward to reading, were sunk by a rainstorm of statuses, articles, photos and videos sharing people stories and experiences about some brands and products. This awkward moment reminds me of what Danny (2013) mentioned in his article, ‘User Generated Content (UGC) today is a big thing for brands to embrace.’

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According to IAP’s Platform Status Report in 2008, UGC also known as consumer-generated media (CGM), refers to any material produced and uploaded online by non-media Internet professionals, it can be an article posted on WordPress.com, a high-quality video uploaded on YouTube or simply a tweet on Tweeter. Over time, UCG has been transferred from the traditional forms to the dominant forms of global media due to the significant development of high-speed Internet access and search technology (IAP 2008). UCG is basically changing the way audiences interact with the Internet and building a compelling bridge for advertisers to approach and reach those audiences.

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Every brand would love to see users create content for them at their will and pleasure (Joel 2014). In Vietnam, UGC has also been a part of local online promotion efforts which get audiences to promote the products to their peers in a nature way that will not raise eyebrows. In 2013, Bye Bye Label campaign was created by Kotex to encourage teenager girls to throw out the labels forever and increase their self-esteem by participating in a song cover and video making contest. All of the contestants were actively delivery the brand message through their engagement and sharing from YouTube, Facebook, social media and events. As a result, the campaign has successfully reached 20 million views YouTube videos, millions of positive awareness and comments 20 thousands of online and offline participations (Echo2013).

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Besides helping the brand to spread key messages, UGC also gives people around the world a voice which is heard by businesses and gives them opportunities to improve their products or services (LSJ 2014). Specifically, OPPO Vietnam will officially launch their new Find 7a smartphone so they created a Prediction Forum Contest. Participations are required to guess the price and share their expectations and feelings about the new product launch of OPPO on Facebook.  Through this activity, consumers actually give OPPO a hand not only to raise awareness of the upcoming product but also give suggestions for the brand to understand their target audiences and improve the product perfectly before it get launched.

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We all can obviously see that many businesses had successfully applied UGC with plans to attract new customers, maintain loyalty and increase their online presence. Contests that encourage customers to share photos and create videos have been training customers to potential storytellers (Jayson 2014). UGC can of course be powerful and bring huge of benefits to Advertising landscape.

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Vietnam Social networking penetration and proflie

Vietnam is a fertile ground for targeting customer online with the great number of Internet users and the high density of information sharing. If you are planning to integrate some UCG into your future advertising strategy, let’s give it a go and have your own potential storytellers.

 

Reference list :

Danny,S 2013 , ‘Advertising Without Advertising: User Generated Content Takes Control’, 24 March, viewed 16 July 2014 < https://www.viralheat.com/blog/2013/01/24/advertising-without-advertising-user-generated-content-takes-control/&gt;

Echo, 2013, Kotex, ‘Byebye Label’, viewed 16 July 2014 <http://echogroup.vn/project/11.html&gt;

IBA, 2008, ‘Platform Status Report, User Generated Content, Social Media, and Advertising — An Overview’, April, viewed 16 July 2014 < http://www.iab.net/media/file/2008_ugc_platform.pdf&gt;

Jayson,D  2014 ‘How User-Generated Content Will Shape Marketing in 2014’, 1 February , viewed 16 July 2014 < http://www.huffingtonpost.com/jayson-demers/how-user-generated-content_b_4533000.html>

Joel,K 2014, ‘How Can User-Generated Content Fit in Your Marketing Mix?, 14 April , viewed 16 July 2014 < http://www.iacquire.com/blog/how-can-user-generated-content-fit-in-your-marketing-mix>

LJS, 2014, ‘The Power of User Generated Content’, March 29 , viewed 16 July 2014 < http://lsjmedia.wordpress.com/2012/03/29/the-power-of-user-generated-content/>

Oppo Mobile, ‘ Dự đoán giá phiên bản OPPO Find 7a, nêu cảm nghĩ của bạn để nhận quà cùng OPPO’, 31 May , viewed 16 July 2014< http://www.oppomobile.vn/forum/t/du-doan-gia-phien-ban-oppo-find-7a-neu-cam-nghi-cua-ban-de-nhan-qua-cung-oppo.5092/&gt;