User-generated content ( UGC ), otherwise known as user-generated content ( UCC ), is any form of content created by a system or service user and made publicly available on that system. UGC most often appears as a supplement to online platforms, such as social media websites, and may include content types such as blog posts, wikis, videos, comments, or ecommerce.
The term "user-generated content" and a concept that refers to the mainstream usage used in the mid-2000s, appears in web publishing and production circles of new media content. The BBC adopted a user-generated content platform for its website in 2005, and TIME Magazine named "You" as Person of the Year in 2006, referring to an increase in UGC production on the Web 2.0 platform.
User-generated content is used for a variety of applications, including troubleshooting, news, entertainment, ads, gossip, and research. This is an example of the democratization of content production; while during the 1970s and 1980s, traditional "goalkeepers" such as newspaper editors, publishers and news events approved all content and information before it was published or published, in the 1990s and 2000s, due to media production through technology new to be more accessible, user friendly and affordable to the general public, a large number of individuals can send texts, digital photos and digital video online, with little or no "gatekeeper" or filters.
Video User-generated content
Definisi
The emergence of user-generated content marks changes among media organizations from creating online content to providing amateur facilities to publish their own content. User-generated content has also been characterized as Citizen Media as opposed to 'Media Goods Packaging' in the past century. Citizen Media is the feedback created by viewers and news coverage. People provide reviews and share stories in user-generated audio and user-uploaded and user-generated videos. The first is a two-way process different from the second one-way distribution. A conversation or two-way media is a key characteristic of what's called Web 2.0 that encourages the publication of its own content and comments on others.
Therefore, the role of the passive audience has shifted since the birth of New Media, and the growing number of participative users takes advantage of interactive opportunities, especially on the Internet to create independent content. The grassroots experiment then generates innovations in sounds, artists, techniques and associations with the audience which is then used in mainstream media. Active, participative, and creative audiences now apply with relatively accessible media, tools, and apps, and their culture in turn affects global media companies and audiences.
The OECD has established three main schools for UGC:
- Publication requirements: Although UGCs can be created by users and never published online or elsewhere, we focus here on published work in some contexts, whether in public places accessible websites or on pages on social networking sites may only be accessed by certain groups of people (for example, fellow university students). This is a useful way to exclude emails, two-way instant messages and the like.
- Creative attempts: Creative efforts are incorporated into the creation of a work or adapting an existing work to create a new work; ie users have to add their own value to the job. UGC often also has a collaborative element for it, as is the case with collaboratively editable websites by users. For example, just copying part of a television show and posting it to an online video website (an activity that is often seen on UGC sites) would not be considered an UGC. If the user uploads his or her photos, however, expressing his thoughts on the blog, or creating a new music video, this can be regarded as UGC. But the minimum amount of creative effort is difficult to determine and depends on the context.
- Manufacture outside of professional routines and practices: User-generated content is generally created outside of professional routines and practices. Often does not have an institutional or commercial market context. In extreme cases, UGC can be produced by non-professionals without expecting a profit or reward. Motivational factors include: connecting with peers, reaching a level of fame, notoriety, or a certain prestige, and a desire to express themselves.
It is important to have a purpose before trying to be part of the social networking/UGC environment. For example, companies may ask users to post their reviews directly to their Facebook page. This could end in disaster if the user makes a comment that keeps people away from the product.
Copy & amp; attached or hyperlinks can also be seen as self-made user expressions. The act of linking to a work or copying a work can in itself motivate the creator, expressing the sense of the person connecting or copying. Digg.com, StumbleUpon.com, and leaptag.com are good examples of where such relationships occur. The culmination of such linkages can greatly identify one's taste in the community and make the person unique.
Maps User-generated content
History
It should be remembered that a large and multi-volume Oxford English Dictionary is written exclusively by user-generated content. In 1857, Richard Chenevix Trench of the London Philological Society sought public donations from all over the English-speaking world for the making of the first edition of the Oxford English Dictionary. As Simon Winchester reports:
"So what we will do, if I have your agreement that we will produce such a dictionary, is that we will send an invitation, will send this invitation to every library, every school, every university, every bookshop we can identification throughout the English-speaking world... everywhere where English is spoken or read with any level 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 told to do it, is read it greedy and whenever they see a word, whether it is a preposition or a sesquipedalian monster, they must... if it draws them and if where they read it, they see it in a sentence that illustrates the way the word is used, meaning the day for that word, then they write it on a piece of paper... the upper left side you write the word, the word selected, the word catch, which in this case is 'twilight'. Then the quote, the word ion describes the meaning of the word. And below it, the quote, whether it came from, whether it was printed or whether it was in the manuscript... and then the references, volumes, pages and so on... and sent this piece of paper, this slip is the key to making this dictionary, to the headquarters dictionary. "
In subsequent decades, hundreds of thousands of contributions were sent to editors.
In the 1990s some electronic bulletin board systems were based on user-generated content. Some of these systems have been converted into websites, including IMDb movie information sites that began as rec.arts.movies in 1990. With the growth of the World Wide Web the focus is turning to websites, some of which are based on content which the user created, including Wikipedia (2001) and Flickr (2004).
The BBC formed a user-generated content team as a pilot in April 2005 with 3 staff. After the July 7, 2005 bombings in London and the Buncefield oil depot fire, the team was made permanent and expanded, reflecting the arrival in the mainstream of citizen journalists. After the Buncefield disaster, the BBC received over 5,000 photos from viewers. The BBC typically does not pay for content generated by viewers.
In 2006 CNN launched iReport CNN, a project designed to bring user-generated news content to CNN. Its rival Fox News Channel launched its project to bring the user-generated news, which is also titled "uReport". This was typical of the major television news organizations in 2005-2006, who realized, especially after the July 7 London bombing, that citizen journalism can now be an important part of broadcast news. Sky News, for example, regularly requests photos and videos from viewers.
User-generated content is displayed in Time Magazine 2006 of the Year, where the person of the year is "you," meaning everyone who contributes to user-generated media like YouTube and Wikipedia. The precursor for user-generated content uploaded on YouTube is The Most Guilty Home Video in America .
Motivation to create UGC
Although the benefits gained from user-generated content for content hosts are clear, the benefits to contributors are less direct. There are various theories behind the motivation to contribute user-generated content, ranging from altruistic, social, to materialistic. Due to the high value of user-generated content, many sites use incentives to drive their generation. These incentives can be generally categorized into implicit incentives and explicit incentives.
- Implicit incentives: This incentive is not based on anything real. Social incentives are the most common form of implied incentives. This incentive allows users to feel comfortable as an active member of the community. This can include relationships between users, like Facebook friends, or Twitter followers. Social incentives also include the ability to connect users with others, as seen on the sites already mentioned as well as sites like YouTube, allowing users to share media from their lives with others. Users also share experiences they have when using certain products/services. This will improve the customer experience because they can make informed decisions about buying products, which makes them smart buyers. Other common social incentives are status, badge or level within the site, something users get when they reach a certain level of participation that may or may not come with additional privileges. Yahoo! Answers are an example of this type of social incentive. The social incentives of host sites cost very little and can catalyze vital growth; however, their nature requires a large enough community before it can function.
- Explicit incentives: This incentive refers to a real prize. Examples include financial payments, entry into contests, vouchers, coupons, or frequent travel miles. Directly explicit incentives are easily understood by most and have immediate value regardless of community size; sites such as Canada's shopping platform Wishabi and Amazon Mechanical Turk both use this kind of financial incentive in a slightly different way to encourage user participation. The downside to explicit incentives is that they can cause users to submit to the effect of justification upon, ultimately believing the only reason to participate is for explicit incentives. This reduces the influence of other forms of social or altruistic motivation, making it more costly for content hosts to retain long-term contributors.
Ratings and ratings
UGC Distribution across the Web provides high-volume data sources accessible for analysis, and offers utilities in enhancing the end-user experience. Social science research can benefit from having access to the opinions of the user population, and using this data to make inferences about their properties. Applications in information technology seek to mine end-user data to support and improve machine-based processes, such as information retrieval and recommendations. However, the high data volume processing offered by UGC requires the ability to automatically sort and filter these data points according to their value.
Determining the value of user contributions for ratings and ratings can be difficult due to variations in the quality and structure of this data. The quality and data structures provided by UGC are dependent on the application, and may include items such as tags, reviews, or comments that may or may not be accompanied by useful metadata. In addition, the value of this data depends on the specific task to be used and the features available from the application domain. The final value can be determined and assessed according to whether the application will provide service to a crowd of people, single end users, or platform designers.
Variations in data and value specificity have resulted in various approaches and methods for assessing and ranking UGC. The performance of each method depends essentially on the features and metrics available for analysis. As a result, it is important to have an understanding of the purpose of the task and its relation to how data is collected, structured, and represented in order to choose the most appropriate approach to utilize it. Assessment and ranking methods can be categorized into two classes: human-centered and machine-centered. Methods that emphasize human-centered utility take into consideration ratings and ratings in terms of users and their interaction with the system, while machine-centered methods consider problems in machine learning and computing. Various assessment and ranking methods can be classified into one of four approaches: community-based, user-based, designer-based, and hybrid.
- A community-based approach relies on basic truths based on people's wisdom on compelling content. Assessments provided by end-user communities are used to rate content ratings directly in the system with human-centered methods. The machine-centered method applies this community assessment in the training algorithm to automatically assess and rank UGC.
- A user-based approach emphasizes the differences between individual users so ratings and ratings can interact interactively or personalize given the specific requirements of each user. The human-centered approach features an interactive interface where users can define and redefine their preferences as their interests shift. On the other hand, machine-centered approaches model individual users according to the explicit and implicit knowledge collected through system interaction.
- Designer-based approaches primarily use machine-centered methods to maximize the diversity of content presented to users significantly in order to avoid selection spaces or topic perspectives. The diversity of content can be judged in terms of various dimensions, such as authorship, topics, sentiments, and named entities.
- The hybrid approach seeks to combine methods from different frameworks to develop a stronger approach to assessing and ranking the UGC. Approaches are most often combined in one of two ways: a crowd-based approach is often used to identify hyperlocal content for a user-based approach, or a user-based approach used to sustain the intent of a designer-based approach./li>
Type
There are many types of user-generated content: an internet forum, where people talk about different topics; blogs are services where users can post on many topics, product reviews on supplier websites or on social media; wikis like Wikipedia and Wikia allow users, sometimes including anonymous users, to edit content. Other types of user-generated content are social networking sites like Facebook, Twitter, Instagram, or VK, where users interact with others who chat, write messages, or post pictures or links. Media hosting sites such as YouTube allow users to post content.
Website
Entertainment media publications include Reddit, 9Gag, 4chan, Upworthy, Inbound.org, and Distractify. Sites like 9Gag allow users to create quick memes and video clips. Sites like Tech in Asia and Buzzfeed involve readers with a professional community by posting articles with user-generated comments. Other types of this content are fanfic like FanFiction.Net, imageboards; various works of art, such as deviantart and Newgrounds; mobile photos and video sharing sites like Picasa and Flickr; customer review site; social networking audio such as SoundCloud; funding the crowd, such as Kickstarter; or crowdsourcing. Some form of user-generated content can be considered as a form of citizen journalism.
The travel industry, in particular, has started using UGC throughout their websites to show an authentic travel experience. Adventure tour companies Millennial and Gen Z recently relaunched their website, displaying UGC in 99% of images and creating interactive map visualization of the best social content their customers send in real time - leading to a 39% increase in average time on site and a 9% increase in UK bookings.
Yelp is another example that provides a lot of user-generated content to local businesses. According to their website, they have a monthly average of 27 million unique users. In Q4 2017 they have over 148 million reviews.
Video game
Video games can have fan-generated content in the form of mod, fan patch, fan translation or server emulator. Some games are equipped with a level editor program to help make them. Some of the massively multiplayer online role-playing games including Star Trek Online and EverQuest 2 have a UGC system integrated into the game itself. Metaverse can be a user-made world, such as Second Life .
Ads
UGC's popular use involves collaboration between brands and users. For example, the video "Elf Yourself" by Jib Jab who returns every year around Christmas. Jib Jab's website lets people use photos of their friends and family that they have uploaded to create holiday videos to share on the internet. You cut and paste people's faces in the picture into an animated dancing elf.
Some brands also use UGC images to improve the performance of their paid social ads. For example, Toyota leverages UGC for their "Feeling the the Streets" Facebook advertising campaign and is able to increase their total ad engagement by 440%.
Reseller
Some low-priced websites display user-generated content, such as eBay, Dealsplus, and FatWallet that allows users to post, discuss, and control which bargains are promoted within the community. Due to the interdependence of social interaction, these sites fall into the category of social commerce.
Education
Wikipedia, the free encyclopedia, is one of the largest user-generated content databases in the world. Platforms like YouTube are often used as instructional aides. Organizations like the Khan Academy and Green brothers have used the platform to upload a series of videos on topics like math, science, and history to help help viewers master or better understand the basics. Educational podcasts also help in teaching through the audio platform. Personal websites and messaging systems such as Yahoo Messenger have also been used to deliver educational content generated by users. There are also web forums where users give suggestions to each other.
Students can also manipulate digital images or video clips to their advantage and tag them easily to find keywords and then share them with friends and family around the world. The "student content performance" category has improved in the form of discussion boards and chat logs. Students can write reflective journals and diaries that can help others. The SparkNotes and Shmoop websites are both used to summarize and analyze the book so that it is more readily accessible to readers.
Share photos
Photo sharing websites: Flickr is a site where users can upload personal photos they've taken and label them in relation to their "motivation". Flickr not only hosts images but makes them publicly available for reuse and reuse with modifications.
Effects on journalism
Merging user-generated content into the mainstream journalism channel is considered to have started in 2005 with the creation of a BBC user-generated content team, expanded and made permanent after the July 7, 2005 London bombings. The incorporation of Web 2.0 technology into news websites enabled user-generated content online to move from other social platforms like MySpace, LiveJournal, and personal blogs, into the mainstream of online journalism, in the form of comments on news articles written by professional journalists, but also through surveys, content sharing, and other forms of citizen journalism.
Since the mid-2000s, journalists and publishers must consider the effects that user generated content on how news is published, read, and shared. A 2016 study of the publisher's business model shows that online news source article readers appreciate articles written by professional journalists, as well as users - provided they are experts in areas relevant to the content they create. In response, it is suggested that online news sites should consider themselves not only sources for articles and other types of journalism, but also platforms for engagement and feedback from their communities. Ongoing engagement with news sites that may be due to the interactive nature of user-generated content is considered as a sustainable source of revenue for online journalism publishers going forward.
Use in marketing
The use of user-generated content has been prominent in online marketing efforts, especially among millennium generations. A good reason for this is probably 86% of consumers say authenticity is important when deciding what brand they support, and 60% believe that user-generated content is not only the most authentic form of content but also the most influential when making purchasing decisions.
More and more companies are using UGC techniques into their marketing efforts, such as Starbucks with their "White Cash Contest" campaign where customers compete to make the best doodle in their trophies.
The effectiveness of UGC in marketing has proven to be significant as well. For example, "Distribute Coke" by Coca-Cola campaigns where customers upload their self images with bottles to social media that are associated with a two percent increase in revenue. From the millennium, the UGC can influence purchasing decisions of up to fifty-nine percent of the time, and eighty-four percent say that UGC on the company's website has at least some effect on what they buy, usually in a positive way. Overall, consumers place peer recommendations and reviews on top of professionals.
User-generated content used in marketing contexts has been known to assist brands in a variety of ways.
- This encourages more engagement with their users, and doubles the likelihood that the content will be shared.
- Building trust with consumers. With the majority of consumers trusting UGC over the brand's information, UGC can enable better brand-consumer relationships.
- This provides SEO Value for brands. This in turn means more traffic is pushed to the brand website and more content is linked back to the website.
- This assures purchase decisions that will keep customers shopping. With UGC, the conversion rate increased by 4.6%.
- This increases the number of followers across various social media platforms.
Opportunities
There are many opportunities in user generated content. The advantage of UGC is a quick and easy way to reach the masses. Here are some examples:
- Companies can use social media for branding, and organize contests for viewers to submit their own creations.
- Consumers and members of public audiences love to be involved. Some people use storytelling platforms to share and converse with others.
- To raise awareness, whether it's for organizations, companies, or events.
- Get perspectives from members who will not be involved with others.
- Personalize the issued content; 71% of consumers love personalized ads.
- E-WOM (electronic word of mouth) will spread quickly and efficiently with social media.
Criticism
The term "user-generated content" has received some criticism. Criticism to date has addressed issues of fairness, quality, privacy, the ongoing availability of creative work and efforts among legal issues related to intellectual property rights such as copyright etc.
Some commentators state that the term "user" implies an illusive or unproductive distinction between different types of "publishers", with the term "user" exclusively used to mark publishers operating on a much smaller scale than traditional or operating mass media outlets free. Such a classification is said to perpetuate an unfair distinction that some parties argue diminishes due to the prevalence and affordability of production facilities and publications. A better response might be to offer a better expression of choice to capture the spirit and nature of such work, such as EGC, Content Generated Entrepreneurship (see external references below).
Sometimes creative works created by individuals are lost because of limited or no way to precisely maintain the creation when the UGC website service is closed. One example of such loss is the closure of the massively multiplayer online game "VMK". VMK, like most games, has items that are traded from user to user. Many of these items are rare in the game. Users can use this item to create their own room, avatar and pin lanyard. This site closes at 10 pm on May 21, 2008. There is a way to preserve the essence, if not the entire work through users copying text and media to applications on their personal computers or recording live action or animated scenes using software grab screens, then upload to another place. Long before the Web, creative work just disappeared or left the publication and disappeared from history unless people found a way to store it in private collections.
Another aspect that is criticized is the sheer number of reviews of user-generated products and services that can sometimes mislead consumers on the web. A study conducted at Cornell University found that an estimated 1 to 6 percent of online hotel reviews generated a false positive user.
Another concern of platforms that rely heavily on user-generated content, such as Twitter and Facebook, is how easy it is to find people who share the same opinions and interests in addition to how well they facilitate the creation of closed networks or groups. While the strength of this service is that users can broaden their horizons by sharing their knowledge and connect with others from around the world, this platform also makes it very easy to connect only with a limited sample of people who have the same opinion (see Filter) bubbles ).
Legal issues
The ability of the service to receive user-generated content opens a number of legal issues, ranging from wider understanding to specific local laws. In general, knowing who committed an online crime is difficult because many use a pseudonym or remain anonymous. Sometimes it can be traced back. But in the case of common coffee shops, they have no way of finding the right users. There are also issues with issues surrounding very dangerous but unlawful actions. For example, post content that triggers a person's suicide. This is a criminal offense if there is evidence of "no doubt" but different situations can produce different results. Depending on the country, there are certain laws that come with Web 2.0. In the United States, the "Section 230" exclusion of the Communications Fit Act states that "no interactive computer service provider or user will be treated as a publisher or speaker of any information provided by other content providers." This clause effectively provides general immunity to websites hosting user-generated content that is defamatory, deceptive or harmful, even if the operator knows that the third-party content is harmful and refuses to remove it. Exceptions to this general rule may exist if the website promises to remove the content and then fails to do so.
Copyright law also plays a factor in relation to user generated content, since users can use the service to upload works - especially videos - that they do not have sufficient rights to distribute. In many cases, the use of these materials may be covered by local "fair use" laws, especially if the use of submitted materials is transformative. Local laws also vary on who is responsible for any copyright infringement caused by user-generated content; in the United States, the Copyright Restructuring Liability Rights Act (OCILLA) - part of the Digital Millennium Copyright Act (DMCA), establishes the safe harbor terms for "online service providers" as defined in law, which provides secondary immunity accountability for acts that infringe the copyright of its users. However, in order to qualify for a safe port, the service must immediately remove access to allegedly infringing material upon receipt of notice from the copyright holder or registered agent, and the service provider may not have the actual knowledge that their services are used to violate the activity. The DMCA has section 512. It states that service providers will not be liable if they do not have the knowledge that the service is infringing but once they do so, they should remove it. This helps ISPs avoid user-created copyright. Youtube is part of a billion-dollar lawsuit in which Viacom sued them for stealing videos and getting views. Youtube uses a safe port and fair use in defense. In Britain, the 1996 defamation law says that if someone is not a writer, editor or publisher and does not know about the situation, they are not punished. In addition, ISPs are not considered authors, editors, or publishers and they can not have responsibility for people who do not have "effective control". Just like the DMCA, once the ISP learns about the content, they should immediately remove it. The EU approach is horizontal, which means that civil and criminal liability issues are handled based on Electronic Trade Directives. Section 4 deals with ISP responsibilities while performing "only channel" services, caching and web hosting services.
Research
A YouTube study analyzing one of the Video On Demand systems was done in 2007. Video lengths have been reduced twice as much as non-UGC content but they see rapid production rates. User behavior is what perpetuates UGC. Peer-to-Peer (P2P) action is learned and sees great benefits for the system. They also studied the impact of content aliasing, multiple copies, and illegal uploads.
A study from York University in Ontario in 2012 conducted a study that resulted in a proposed framework for comparing UGC-related brands and to understand how the strategies employed by firms can influence brand sentiments across various social media channels. A study by Dhar and Chang, published in 2007, found that the volume of blogs posted on a music album correlated positively with the sale of the album in the future.
See also
References
External links
- OECD Research on the Web Participatory: User Generated Content
- Bigger Bang overview of UGC trends on the Web in 2006
Source of the article : Wikipedia
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