User-generated content
User-generated content, alternatively known as user-created content, is content generated by users of the Internet such as images, videos, audio, text, testimonials, software, and user interactions. Online content aggregation platforms such as social media, discussion forums and wikis by their interactive and social nature, no longer produce multimedia content but provide tools to produce, collaborate, and share a variety of content, which can affect the attitudes and behaviors of the audience in various aspects. This transforms the role of consumers from passive spectators to active participants.
User-generated content is used for a wide range of applications, including problem processing, news, entertainment, customer engagement, advertising, gossip, research and more. It is an example of the democratization of content production and the flattening of traditional media hierarchies. The BBC adopted a user-generated content platform for its websites in 2005, and Time magazine named "You" as the Person of the Year in 2006, referring to the rise in the production of UGC on Web 2.0 platforms. CNN also developed a similar user-generated content platform, known as iReport. There are other examples of news channels implementing similar protocols, especially in the immediate aftermath of a catastrophe or terrorist attack. Social media users can provide key eyewitness content and information that may otherwise have been inaccessible.
Since 2020, there has been an increasing number of businesses who are utilizing User Generated Content to promote their products and services. Several factors significantly influence how UGC is received, including the quality of the content, the credibility of the creator, and viewer engagement. These elements can impact users' perceptions and trust towards the brand, as well as influence the buying intentions of potential customers. UGC has proven to be an effective method for brands to connect with consumers, drawing their attention through the sharing of experiences and information on social media platforms. Due to new media and technology affordances, such as low cost and low barriers to entry, the Internet is an easy platform to create and dispense user-generated content, allowing the dissemination of information at a rapid pace in the wake of an event.
Definition
The advent of user-generated content marked a shift among media organizations from creating online content to providing facilities for amateurs to publish their own content. User-generated content has also been characterized as citizen media as opposed to the "packaged goods media" of the past century. Citizen Media is audience-generated feedback and news coverage. People give their reviews and share stories in the form of user-generated and user-uploaded audio and user-generated video. The former is a two-way process in contrast to the one-way distribution of the latter. Conversational or two-way media is a key characteristic of so-called Web 2.0, which encourages the publishing of one's own content and commenting on other people's content.The role of the passive audience, therefore, has shifted since the birth of new media, and an ever-growing number of participatory users are taking advantage of these interactive opportunities, especially on the Internet, to create independent content. Grassroots experimentation then generated an innovation in sounds, artists, techniques, and associations with audiences, which then are being used in mainstream media. The active, participatory, and creative audience is prevailing today with relatively accessible media, tools, and applications, and its culture is in turn affecting mass media corporations and global audiences.
The Organisation for Economic Co-operation and Development has defined three core variables for UGC:
- Accessible Content: User-generated content is publicly produced through platforms located on the Internet and is available to any individual browsing such a publicly accessible website or a public social media account. There are other contexts where users must remain in a community or closed group to access and publish on such platforms. This is a way of differentiating that although the content is accessible to the audience, there are certain restrictions for the users who generates the content.
- Creative effort: Creative effort was put into creating the work or adapting existing works to construct a new one; i.e. users must add their own value to the work. UGC often also has a collaborative element to it, as is the case with websites that users can edit collaboratively. For example, merely copying a portion of a television show and posting it to an online video website would not be considered UGC. However, uploading photographs, expressing one's thoughts in a blog post or creating a new music video could be considered UGC. Yet the minimum amount of creative effort is hard to define and depends on the context.
- Creation outside of professional routines and practices: User-generated content is generally created outside of professional routines and practices. It often does not have an institutional or a commercial market context. In extreme cases, UGC may be produced by non-professionals without the expectation of profit or remuneration. Motivating factors include connecting with peers, achieving a certain level of fame, notoriety, or prestige, and the desire to express oneself.
Media pluralism
Reaching 1.66 billion daily active users in Q4 2019, Facebook has emerged as the most popular social media platform globally. Other social media platforms are also dominant at the regional level such as: Twitter in Japan, Naver in the Republic of Korea, Instagram and LinkedIn in Africa, VKontakte and Odnoklassniki in Russia and other countries in Central and Eastern Europe, WeChat and QQ in China.
However, a concentration phenomenon is occurring globally giving dominance to a few online platforms that become popular for some unique features they provide, most commonly for the added privacy they offer users through disappearing messages or end-to-end encryption, but they have tended to occupy niches and to facilitate the exchanges of information that remain rather invisible to larger audiences.
Production of freely accessible information has been increasing since 2012. In January 2017, Wikipedia had more than 43 million articles, almost twice as many as in January 2012. This corresponded to a progressive diversification of content and an increase in contributions in languages other than English. In 2017, less than 12 percent of Wikipedia content was in English, down from 18 percent in 2012. Graham, Straumann, and Hogan say that the increase in the availability and diversity of content has not radically changed the structures and processes for the production of knowledge. For example, while content on Africa has dramatically increased, a significant portion of this content has continued to be produced by contributors operating from North America and Europe, rather than from Africa itself.
History
The massive, multi-volume Oxford English Dictionary was exclusively composed of user-generated content. In 1857, Richard Chenevix Trench of the London Philological Society sought public contributions throughout the English-speaking world for the creation of the first edition of the OED. As Simon Winchester recounts:So what we're going to do, if I have your agreement that we're going to produce such a dictionary, is that we're going to send out invitations, were going to send these invitations to every library, every school, every university, every book shop that we can identify throughout the English-speaking world... everywhere where English is spoken or read with any degree of enthusiasm, people will be invited to contribute words. And the point is, the way they do it, the way they will be asked and instructed to do it, is to read voraciously and whenever they see a word, whether it's a preposition or a sesquipedalian monster, they are to... if it interests them and if where they read it, they see it in a sentence that illustrates the way that that word is used, offers the meaning of the day to that word, then they are to write it on a slip of paper... the top left-hand side you write the word, the chosen word, the catchword, which in this case is 'twilight'. Then the quotation, the quotation illustrates the meaning of the word. And underneath it, the citation, where it came from, whether it was printed or whether it was in manuscript... and then the reference, the volume, the page and so on... and send these slips of paper, these slips are the key to the making of this dictionary, into the headquarters of the dictionary.
In the following decades, hundreds of thousands of contributions were sent to the editors.
In the 1990s several electronic bulletin board systems were based on user-generated content. Some of these systems have been converted into websites, including the film information site IMDb which started as rec.arts.movies in 1990. With the growth of the World Wide Web the focus moved to websites, several of which were based on user-generated content, including Wikipedia and Flickr.
User-generated Internet video was popularized by YouTube, an online video platform founded by Chad Hurley, Jawed Karim and Steve Chen in April 2005. It enabled the video streaming of MPEG-4 AVC user-generated content from anywhere on the World Wide Web.
The BBC set up a pilot user-generated content team in April 2005 with 3 staff. In the wake of the 7 July 2005 London bombings and the Buncefield oil depot fire, the team was made permanent and was expanded, reflecting the arrival in the mainstream of the citizen journalist. After the Buncefield disaster the BBC received over 5,000 photos from viewers. The BBC does not normally pay for content generated by its viewers.
In 2006, CNN launched CNN iReport, a project designed to bring user-generated news content to CNN. Its rival Fox News Channel launched its project to bring in user-generated news, similarly titled "uReport". This was typical of major television news organizations in 2005–2006, who realized, particularly in the wake of the London 7 July bombings, that citizen journalism could now become a significant part of broadcast news. Sky News, for example, regularly solicits for photographs and videos from its viewers.
User-generated content was featured in Time magazine's 2006 Person of the Year, in which the person of the year was "you", meaning all of the people who contribute to user-generated media, including YouTube, Wikipedia and Myspace. A precursor to user-generated content uploaded on YouTube was America's Funniest Home Videos.