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the other hand, user generated content represents a majority of content in the Most Discussed and Most Responded category-- 69% and 63% respectively. Green and Burgess theorize that much of UGC is inherently designed to invite feedback and conversation, unlike PGC, which is considered static. The Most Favorited category was largely split between PGC and UGC. Favoriting, according to Green and Burgess, is often considered a marker of personal taste and self-expression. The relatively even split could indicate that users view UGC and PGC equivalently on YouTube, regardless of the production quality. Green and Burgess’ quantitative work indicates that there are fundamental distinctions between the way that YouTube users interact with amateur videos and content from mainstream media. User generated content allows for participation and community conversation in a way that professionally generated content does not. For decades, academics have been studying mass media and the influence it has on society. Under the escapist model of media use, Stone & Stone believe that television content was designed as “a leisurely way to pass the time”. As such, the content was created to have mass appeal and to be viewed passively by the audience (Ruggiero, 2000). Conversely, Singer advocated that more interactive forms of media were designed to “obscure the line between the sender and the receiver of the mediate message” (Ruggiero, 2000). The internet allows for a wider audience reach and for people to take more active control over their media. As user generated content continues to develop rapidly on YouTube, further research should be conducted on this ecosystem. As a relatively new medium, there has already been a variety of research that concludes that people are consuming and responding to online content differently than they have to broadcast media. Specifically, 6PDF Image | UNDERSTANDING AND ENGAGING YOUTUBE COMMUNITIES
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