The director of the Center for the Digital Future shares unreleased data and insights on the rise of user-generated content and online communities in this Insight Presentation.
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 90 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 than 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 focuses on the rise of user-generated content and online communities and their impact on brand and traditional media.
In July 2004, Jeffrey Cole joined the USC Annenberg School for Communication as director of the newly formed Center for the Digital Future as well as a research professor. Prior to joining USC, Cole was a longtime member of the UCLA faculty and served as director of the UCLA Center for Communication Policy, based in the Anderson Graduate School of Management. At UCLA and now at USC Annenberg, Cole founded and directs the World Internet Project, a long-term longitudinal look at the effects of computer and internet technology on all aspects of society, which is conducted in over 20 countries. At the announcement of the project in June 1999, Vice President Al Gore praised Cole as a "true visionary providing the public with information on how to understand the impact of media." Over the past 10 years, the center has sponsored and co-sponsored national conferences on the impact of the internet, religion and prime time television, television and advocacy groups and images of girls in the media. Two major books have come out of the religion and advocacy conferences. Cole has also lectured extensively in Asia, Africa, Europe and throughout the United States.
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Presenter: Jeffrey Cole, director, USC Annenberg School Center for the Digital Future
Format: Zipped Power Point