User-generated content is what it is; content that is generated by users/consumers. User-generated content would be the result of consumers’ participation in remixing or recreating media content and it isn’t necessarily the end result because other consumers can remix media content that are already altered. In its most basic form, user-generated content even be something as simple as updating one’s Facebook status because essentially what is happening is that by updating your status, you’re publishing new content for everyone else to see. (Blossom, 2009)
The idea of user-generated content has been around for a long time and more likely than not, it was introduced to everyone when the concept of participatory culture was picked up by the masses. Of course, user-generated content probably became a topic of conversation only recently where modern technologies have improved so much and are so easy to obtain, enabling consumers to create newer content from existing ones. However, even before the boom in user-generated content, consumers have already been actively producing content. Some of the earliest consumer-producers are fans. According to Jenkins, fans, particularly Star Wars and Star Trek fans have been early adapters to new technologies and have often projected a fascination about fictional universes. Fans are the most active set of audience who are very insistent about being participating in the production process.
The novelty of consumers as producers producing their own media content may seem harmless at times and rightly so because one wouldn’t assume a simple update of the Facebook status can result in anything major. John Blossom (2009), however, begs to differ. According to him, all published contents have impact even if it wasn’t intended. An example would be the case of the Kryptonite Evolution 2000 U-Lock. The product is a pad lock for bicycles, which the producers touted as the safest lock at that time. No long after its release, consumers starting posting comments regarding the flaws of the product – how easily it can be unlocked even with a pen – onto BikeForums.com. The product makers originally didn’t heed the possible uproar because they thought it would’ve remained silent. Unfortunately for them, the story picked up and spread and soon enough, the company had to recall their product and suffered costly embarrassment. (Blossom, 2009)
This is the sort of commotion that user-generated content can cause. Therefore, it is understandable why media conglomerates are so eager to limit user-generated content. User-generated content isn’t just about posting comments or updating statuses or producing media content for kicks; it’s about what the content is capable of doing and the implications it holds. The music industry (record labels) aren’t fans of user-generated content because more often than not, consumers uses their products – songs and music – to create a whole new media product. In the eyes of the record label, that is a breach in copyright laws. Television and film industries aren’t fond of user-generated content as well because the content can smear the image of a film or television show. This is exemplified by George Lucas, creator of Star Wars, who openly allows consumers/fans to recreate any Star Wars related content with existing Star Wars content. However, consumers went astray and started making pornography out of Star Wars which Lucas wasn’t happy about because it may ruin the franchise.
However, the games industry is vastly different in a sense that they have acknowledge the presence of user-generated content and received it well. This is what Jenkins would term as collaborationists – media producers who accepts and works with consumers (the other being prohibitionist where media producers are against user-generated content). Just in brief, the games industry has seen the potential of user-generated content and how they can successfully integrate these contents into their product. The result is immense as the games industry is worth over $21 billion. (Gray, Sandvoss & Harrington, 2007)
To summarize this, user-generated content is something, which consumers have produced by using available media content. Consumers are able to get their hands on media products because modern technologies allow them to do so and it also allows them to recreate new contents. User-generated content is a two-edged sword. On one hand, it doesn’t bode well for some media producers as they see the threats that user-generated content possesses. On the other, some media producers have acknowledge its existence and have managed to use these contents to their advantage while creating a good relationship with the consumer-producers as well.
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