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.[citation needed] User-generated content has also been characterized as Citizen Media as opposed to the ‘Packaged Goods Media’ of the past century.Citizen Media is audience-generated feedback and news coverage.People give their reviews and share stories in the form of user-generated and user-uploaded audio and user-generated video.The former is a two-way process in contrast to the one-way distribution of the latter. 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.

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. Grassroots experimentation then generated an innovation in sounds, artists, techniques and associations with audiences which then are being used in mainstream media.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.

The OECD has defined three central schools for UGC:

1)Publication requirement: While UGC could be made by a user and never published online or elsewhere, we focus here on the work that is published in some context, be it on a publicly accessible website or on a page on a social networking site only accessible to a select group of people (e.g., fellow university students). This is a useful way to exclude email, two-way instant messages and the like.
2)Creative effort:Creative effort was put into creating the work or adapting existing works to construct a new one; i.e. users must add their own value to the work. UGC often also has a collaborative element to it, as is the case with websites which users can edit collaboratively. For example, merely copying a portion of a television show and posting it to an online video website (an activity frequently seen on the UGC sites) would not be considered UGC. If a user uploads his/her photographs, however, expresses his/her thoughts in a blog, or creates a new music video, this could be considered UGC. Yet the minimum amount of creative effort is hard to define and depends on the context.
3)Creation outside of professional routines and practices: User-generated content is generally created outside of professional routines and practices. It often does not have an institutional or a commercial market context. In extreme cases, UGC may be produced by non-professionals without the expectation of profit or remuneration. Motivating factors include: connecting with peers, achieving a certain level of fame, notoriety, or prestige, and the desire to express oneself.

It is important to have an objective before attempting to become part of the UGC/social networking environment. For example, companies may ask users to post their reviews directly to their Facebook page. This could end up disastrous if a user makes a comment that steers people away from the product.

Mere copy & paste or hyperlinking could also be seen as user-generated self-expression. The action of linking to a work or copying a work could in itself motivate the creator, express the taste of the person linking or copying.,, and are good examples of where such linkage to work happens. The culmination of such linkages could very well identify the tastes of a person in the community and make that person unique.