Reconstructing the Role of the Audience in Digital Advertising Art from 2010 to 2020 with a Focus on Creative Participation
Keywords:
reinvention of the role of the audience, brand-audience interaction, digital advertising, Creative participationAbstract
The present study aimed to reconstruct the role of the audience in digital advertising art between 2010 and 2020 with an emphasis on audiences’ creative participation in the production, reproduction, and dissemination of advertising content. This study was conducted using a qualitative approach and thematic analysis method. The research population consisted of specialists in digital advertising, media studies, digital marketing, and social media content production selected through purposive sampling. Data were collected through semi-structured interviews and qualitative content analysis of selected digital advertising campaigns. Three prominent campaigns, including #ShareACoke, The Most Interesting Man in the World, and Your Shot, were selected as case studies. The collected data were coded and analyzed using MAXQDA software, and the main organizing themes were extracted. The findings demonstrated that the role of the audience in digital advertising has shifted from passive message receivers to active participants, content producers, and co-creators of meaning. The results identified three major dimensions: “the transition from linear communication to interactive communication,” “the transformation of audiences into advertising co-creators,” and “the integration of audience lived experiences into brand narratives.” Furthermore, the analysis of the selected campaigns revealed that personalization, user-generated content, storytelling, hashtag engagement, and social media participation significantly enhanced brand-consumer interaction, strengthened brand identity, increased audience loyalty, and expanded advertising reach. The findings also indicated that audiences play a major role in legitimizing and spreading advertising messages through the reproduction and reinterpretation of digital content. Digital advertising during the 2010–2020 period moved beyond traditional one-way communication models and evolved into an interactive, participatory, and network-based structure in which audiences became part of the process of meaning-making and brand identity formation. Creative audience participation not only increases advertising effectiveness but also contributes to the development of deeper emotional and long-lasting relationships between brands and audiences. Therefore, audiences in contemporary digital advertising can no longer be considered passive consumers, but rather active agents within the media and advertising ecosystem.
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