On April 28, 2010, Greyson Chance uploaded a video on YouTube of a presentation in April 12, which was performing the song "Paparazzi" while he played the piano in a talent competition for the school in Edmond, a suburb of Oklahoma City, and writes: "I performing "Paparazzi" by Lady Gaga at Edmond's Sixth Grade Festival. I own no rights to this song." From the day that this video was published in this video stream browser, this child of 12 years has become the new Internet sensation and led him to become a celebrity. In just three weeks, this video posted on YouTube has been viewed 19157719 times and every minute increase the number of reproductions of it. Also, the amazing performance of this kid caught the attention of producers of "The Ellen DeGeneres Show." The boy was flown to Los Angeles to sing in the program and spoke with Lady Gaga, the singer told a Chance that was sweet and talented and she encourages him to follow their dreams.
Thus, I can say that the Internet is being used to practice relationship marketing strategies and create virtual communities around a brand or a product in which the participation of visitors is the most important in the communication process. Visitors are in the real meeting place where users share information with common expectations about the products that interest them.
All these features of digital media and its interaction with users also contribute, as is evident in the design and configuration of information. The media have lost exclusivity in the search for the news and now the citizens are also active in the creation process of the items.
As in this specific case and in many others, users themselves are the ones who determine that it is news or not. Through the context in which they relate, discuss and analyze the topics that interest them and the ratings of each other are creating and developing their own information. On the web this whole process is simplified significantly, both in the process of publication as public dissemination of the relevant facts. In the forums, blogs and social networks people publish what they think is interesting. All that considered interesting share it with their contacts, discussed and analyzed with texts and images with all members of their community forum or, which is the same, with all members with whom they maintain relationships.
From this case, we can say that today is surprising as the news that appears on the Internet also become major news in the traditional media.
I agree with you completely that the Internet is being used to practice relationship marketing strategies and create virtual communities around a brand, strengthened by the the participation and intrests of visitors and their forwardings. Highlighting the fact mentioned that internet news that are brought to attention by consumers/readers/online public become news in the traditional news. Which is proof that ALL eyes are on the online media world. Further the case of Greyson Chance proofs the power of online media and its fast and easy way to reach and influence millions.
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