This document defines user-generated content and discusses its context and perspectives. It begins by defining user-generated content as material such as news, references, reviews, and articles produced by the general public rather than professionals. It then discusses the context of media fragmentation, evolution of personal technologies, and the shift from passive mass media to active user-generated content. The document outlines various theoretical perspectives on identity and networks as well as practical perspectives for organizations. It concludes by discussing levels of user sophistication and potential next steps.

2. introduction
 definition
 context
 content
 perspectives
 theoretical
 practical
 user sophistication
 conclusions

3. definition
The production of content by the general public rather than
by paid professionals and experts in the field. Also called
"peer production", and mostly available on the Web via
blogs and wikis, user-generated content refers to material
such as the daily news, encyclopedias and other
references, movie and product reviews as well as articles
on any subject, all of which have been traditionally written
by editors, journalists and academics.
source: The Free Dictionary (online at
http://encyclopedia2.thefreedictionary.com/user-generated+content)

4. context
 “Open-source software, blogs, song-sharing networks,
free internet telephony – they’re each disrupting
multibillion-dollar industries and reshaping the landscape
of business, politics and culture. What’s the common
threat behind them all? Us.” (Business Week 2005, The
Power of Us)
 Media fragmentation – radio, newspapers, magazines, TV

5. context
 Evolution of ‘personal’ technologies & media – CD,
Walkman, video games, PCs, video cassettes/recorders,
mobile phone, DVD, QuickTime, internet, email, webcam,
smartphone, satellite radio, HDTV, apps/iTunes,
podcasting, blogs, RSS, Flickr, BitTorrent, YouTube,
Wikipedia, machinima, virtual reality, augmented reality
 Analogue to digital – image, audio, video, information, life
> convergence of media

7. context
 mass media – passive, interruptive, one-way, mass
communication ‘one size fits all’
“the ‘manipulated’ medium is the message” Machado
(2007) on McLuhan (1964, Understanding Media: the
Extensions of Man)

8. context
 user generated – active, two-way, one-to-one, conversational
“everyone will be famous for 15 minutes” Warhol (1968 at
ModernaMuseet Gallery, Stockholm)
“… ‘we live in a remix culture’ – what was referred to in post-
modern times as quoting, appropriation and pastiche no longer
needs any special name…. its simply the basic logic of cultural
production” Manovich (2001, Language of New Media)

9. content
 opinion, insight, experience, point of view
 creative, collaborative, experiential
“Google is not a search engine – it is a
reputation management system… once you
know the new rules you can use it to control your
image in ways you never could before” Wired.com
(The See-Through CEO)

10. theoretical perspectives
 self identity - gender, ethnicity, perceptions, beliefs, goals and values (Burr,
1995), roles fulfilled (Stryker and Burke 2000), attachment with objects
(Hunt and Bashaw 1999)
 online - multiple ‘personae’ unrestricted by real world norms (Rheingold
1993)
 social identity - individual’s association with group(s) of others reflecting
different intensity or importance depending on social environment
(Ashforth and Mael 1989)
 belonging to group(s) promotes ‘community’ (Zillman et al 1989), computer-
mediated communication free from spatial and geographical boundaries yet
brought together by common interests (Jones 1995)
 networks and tribes – ‘community of emotion or passion’ (vs interest eg
brand) (Kozinets 1990, Cova and Cova 2002)
 co-creation and participation – consumers become producers participating
in a value-creation process – they are PROSUMERS

11. practical perspectives
 organization – consumer reach (long tail)
 media owner / developer – open source, beta, co-evolved,
public domain
 third party intermediaries (agencies) – viral marketing

12. user sophistication
 technical competence
 personal marketing
 network management
 virtual and augmented representation
 growth vs self preservation

13. Jantol 2011, Dear Fairy, Motion Builder
Dear Fairy

14. Branit 2007, World Builder, Real Life & Second Life

15. next steps?
 what forms of new media do you use?
 justify the content you post
 how does the medium influence the message/s?
 how do you see media you use and content evolving?

16. final comments
Semantic web is here?