The Organisation for Economic Co-operation and Development (OECD) has defined three central schools for UGC:
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. Grassroots experimentation then generated an innovation in sounds, artists, techniques, and associations with audiences which then are being used in mainstream media. 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 the interactive opportunities, especially on the Internet to create independent content.
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 former is a two-way process in contrast to the one-way distribution of the latter. People give their reviews and share stories in the form of user-generated and user-uploaded audio and user-generated video. Citizen Media is audience-generated feedback and news coverage. User-generated content has also been characterized as citizen media as opposed to the "packaged goods media" of the past century.
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. 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. By 2020 businesses are increasingly leveraging User Generated Content to promote their products, as it is seen as a cost effective and authentic way to grow a brand's image and sales. Social media users can provide key eyewitness content and information that may otherwise have been inaccessible. There are other examples of news channels implementing similar protocols, especially in the immediate aftermath of a catastrophe or terrorist attack. CNN also developed a similar user-generated content platform, known as iReport. 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.
It is an example of the democratization of content production and the flattening of traditional media hierarchies. User-generated content is used for a wide range of applications, including problem processing, news, entertainment, customer engagement, advertising, gossip, research and many more. It is a product consumers create to disseminate information about online products or the firms that market them. User-generated content ( UGC), alternatively known as user-created content ( UCC), is any form of content, such as images, videos, text, testimonials, and audio, that has been posted by users on online platforms such as social media, discussion forums and wikis. An example of user-generated content in the virtual world Second Life
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