So with reference to this;
I think that it’s really interesting to note how young the media platform that is the internet really is. In a discussion I had in another course, I was reminded that whilst social media is quickly becoming a dominant (if not THE dominant) media platform, it’s important to note the political nature of the internet, and perhaps the political nature of communication in general.
These days, social capital is a huge thing online. Many people and products are thrown into the cloud in an attempt to establish them as social icons that will have brand value amongst audiences. A combination of unique content and high social capital is key for a product (including a music artist, actor, mascot, etc) to be regarded within communities of interest. Once a community of interest is captured, merchandizing options become available.