Public Relations: HowUser-Generated Content on YouTube Effects Disney and

its Affiliates

By: AveryBeth Simmons

Definitions:

What is YouTube?YouTube is a website on which users can post,

view, or share videos.

Copyright InfringementA violation of the rights secure by a copyright. *YouTube doesn’t tolerate this so movies on YouTube now cost money*

Public RelationsPublic Relations is the practice of managing the spread of information between an individual or an organization and the public.

So, How does User-Generated Content Fit in?

• User-Generated content is anything produced by someone other than the direct source. For YouTube that would be the YouTubers who make videos about products they’ve tried.

• In relation to Disney and its Affiliates that can mean: Movie Trailers, Music Videos, or Vlogs.

• In Socialnomics we learned about the “World of Mouth” concept. “World of Mouth” simply means the way Social Media is making it easier for information to travel, this could not be done without user-generated content

• Many of the user-generated videos go viral because of this “world of mouth” phenomenon.

Really Awesome Videos- User-Generated

1. https://www.youtube.com/watch?v=hjbPszSt5Pc

2. https://www.youtube.com/watch?v=QDajL441mZc

3. https://www.youtube.com/watch?v=GZ3ez-PIptM

4. https://www.youtube.com/watch?v=Ply0byaiJvw

5. https://www.youtube.com/watch?v=OTpUxkxF3C4

About the Videos: #1

• So, number 1 is a video produced by Brian Hull and the reason I chose to include this is because with all of the hype surrounding new Disney films, Hull brings us back to the good ole days!

• This not only helps to promote the new Disney film, but it also makes listeners want to go back and watch older films too!

About the Videos: #2

• This is called an Honest Trailer. The guy who produces these takes requests from his previous videos and does an Honest Trailer for movies.

• Though most of these are accurate, it’s also done as a joke. It’s a funny way to promote a movie and anyone seriously interested in seeing it anyway will still go!

• Whether it’s Negative or Positive it is still publicity.

About the Videos: #3

• This video is a user-generated video on the Pixar Theory.

• It basically states how all Disney-Pixar movies are interconnected.

• Though it is just a theory it brings up all of the old Disney-Pixar films, that will make audiences want to go back and watch the films to see all of the Easter Eggs they left!

About the Videos: #4

• This is a performance of Poor Unfortunate Souls by Faith Prince from Broadway’s The Little Mermaid on The View.

• Though it was performed to promote the show, I found it on a user-generated channel called UrsulaFans

• This got audiences to go see The Little Mermaid when it was still running on Broadway.

• It also allows audiences who may have missed it to get little snippets from the show now that it’s done!

About the Videos: #5

• I chose this for 2 reasons. 1st because it’s Newsies, which is my FAVORITE Broadway show. 2nd because it is Vlog style.

• This is the first episode in a series following the lead of Newsies as he goes through his 8 weeks playing Jack Kelly!

Sources

https://www.youtube.com/watch?v=hjbPszSt5Pchttps://www.youtube.com/watch?v=QDajL441mZchttps://www.youtube.com/watch?v=GZ3ez-PIptMhttps://www.youtube.com/watch?v=Ply0byaiJvwhttps://www.youtube.com/watch?v=OTpUxkxF3C4Qulaman, Erik. Socialnomics: how social media transforms the way we live and do business. Hoboken, N.J.: Wiley, 2009. Print.