Resumen de Els nous formats del gènere musical com a essència de la nova publicitat
The new elements that have been added at the beginning of the 21st century advertising in order to maintain its effectiveness within a vast network and flood of persuasive messages are fully represented and identified in the new versions of musical genre which are created and disseminated by social networks nowadays: primarily, lipdubs and flashmobs, and other variants. These new formats of the genre are ontologically dependent on the network and, therefore, on the cooperative culture. Lipdubs and flashmobs are the essence of the network and, because they share only the core basics of the musical genre, they cease to be a representation of the target to become a presentation of the audience target itself. Through active participation of citizens, these new musical formats of 2.0 communications collect and summarize most of the characteristics of the current advertising paradigm, such as stimulus, viral dissemination, cocreation and attraction of consumers towards the persuasive message.
