According to Bates and Ferri (2010), entertainment is understood objectively, entails communication between text and audience from an external stimulus, offers pleasure, requires an audience to exist, and is experienced in a passive form. It can also be viewed as a means of achieving insight or intellectual growth.
While business is down in the traditional record and film industries, independent recording artists, producers and filmmakers are finding success by utilizing software to create their own work and by connecting with consumers through social media. This new wave of entertainment is helping to meet many societal needs. The SU2C model is just one example of this.