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Tracking the Online Community

We know that the internet has shifted the media landscape from a one-way street in which big companies create media and audiences simply receive it, to a multi-player conversation in which users, media companies and advertisers all play on an almost level field.

Some research companies have proposed a 1-9-90 rule in which one percent of the online user population actively creates content, nine percent does so occasionally and ninety percent simply views content without creating. But is this true?
Just who participates? How do different populations contribute differently in their online communities and elsewhere? Do teens differ in their participation from their parents? Do soccer moms differ from dads? And what about the ever-growing AARP population?

Sharing unreleased data and insights from the USC Annenberg School's Center for the Digital Future's sixth year report -- which tracks the changing impact of the internet year to year -- Dr. Jeffrey Cole will focus on the rise of user-generated content and online communities and their impact on brand and traditional media.

Jeff Cole is the director of the USC Annenberg School Center for the Digital Future. .

Note: Our podcast theme was written by Derek K. Miller. Visit him online at penmachine.com.

Jeffrey Cole has been at the forefront of media and communication technology issues both in the United States and internationally for the past three decades. An expert in the field of technology and emerging media, Cole serves as an adviser to...

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