Due to this increase of User Generated Content, audiences are far more careful of what they believe to be true. THis is because it is difficult to distinguish whether some videos are made for the purpose of entertainment or viral marketing. E.g. the viral marketing ad for Mini Clubman car in 2009 emphasised the importance for audiences to distinguish which videos are genuine and which have hidden purposes.
This was not the case before tha launch of websites like Youtube, as audiences were not aware that some UGC-like footage could have been easily recreated for other purposes by institutions longing to inject certain ideologies into them (Marxist view)
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