User Created Content (UCC) and Web 2.0


User Created Content (UCC), is similar to User Generated Content (UGC), which originated from Internet area, is users show their original contents through Internet platform or provide to other users, namely, UCC is purposefully created content by users with the intention to be used by other users. UCC emerged with the development of the concept of Web 2.0. Thus, UCC is not a specific business, but it is a new way for consumers use Internet. The appearance of UCC has altered the way of using Internet, namely, the mainly focus on downloading turns to both concentrate on uploading and downloading. YouTube, MySpace and other similar websites can be seen as the successful cases of UCC. The main applying forms of UCC are community network, sharing videos, blogs and so on.

Web 2.0 is a core theory of UCC. UCC is one of the popular concepts of Web 2.0. In Web 2.0 era, users mainly produce the output of Internet contents and every user can create their own contents (Bell, Ann, 2009). Furthermore, all users, instead of specific users previously, can create all contents on the Internet, so the development of Internet contents increases rapidly and forms a many, wide and special situation. Moreover, this situation plays an essential role in accumulating and transmitting different kinds of knowledge. The rise of Web 2.0 heralded a new definition of the term “social” (Lovink, 2012). Web 2.0 also derived from the logic of capitalism, marketing and commercialization fundamentally (Hinton, Hjorth, 2013). O’Reilly (2005) said: “Web 2.0 is not a technology, it is an attitude.” Web 2.0 doesn’t belong to the Internet’s architecture, but it refers to the types of software employed and changes at the level of user practices (Hinton, Hjorth, 2013). In addition, Web 2.0 compresses the idea of making it easy for anyone to publish information on the Internet, and it is more advanced than Web 1.0. Web 1.0 just users read content, but cannot create contents, but Web 2.0 is much more concerned about producing and distributing contents meaningfully (Hinton, Hjorth, 2013).

The concept of UCC in China and foreign nations has a great difference, especially reflect in contents output and community models. Under the influence of media environment, cultural background and other factors, compared with UCC in western countries which is share freely, unrestricted flow and change freely between different topics and objects, UCC in China pays more attention to the influence of celebrities. In terms of the nature of Chinese is connotation, they are not willing to expose themselves to the public, but at the same time, they are keen on circuseeing and prefer to appreciate other people’s emotional expression, so when an opinion leader comes out, he or she will lead to huge resonates and highly praise. Thus, these kinds of people or things can satisfy the different requirements of netizens, and cause explosive attention and follow. However, both foreign UCC and Chinese UCC have their own characteristics and produce many successful enterprises or websites.

Different community networks in different countries (Wikipedia and Douban)

Wikipedia (WIKI), a coordinative planning which bases on global multi-languages encyclopedia with Wiki technology, is a dynamic, free visit and edit global knowledge system. Also, it is a network encyclopedia that is written by different languages. The purpose of WIKI is to provide free encyclopedia for human – using the language which they choose to write about. It is very popular in many countries (Bell, Ann, 2009). WIKI is a typical system which bases on the operation of UCC. WIKI uses the concept of UCC to minimize the cost of making site contents and editing it, but it is able to achieve maximize the accumulation of area knowledge. Users can look through, establish and change the text of Wikipedia through web browsers. Comparing with other hypertext system. WIKI is more open and convenient. Thus, WIKI system can assist users collect, create specific knowledge of special area, publish topics which users from all areas concern and interest about together in one association. Wiki uses the core concept of UCC to achieve the idea of “creating and sharing with others”. A developer of WIKI system indicated that WIKI was a pure service of users create contents, and if plenty of contents in sites all pointed to its realm name, so search engine would be discovered by more users and appealed more netizens participate in it (Bell, Ann, 2009).


Douban, a community network, was established in 2005. This website provides the information about books, movies, music and other works. No matter what descriptions and comments are all provided by users, and is a typical website of Web 2.0 in China. At the beginning, Douban had no commercial propaganda, but at the end of 2012, it had 56 million registered users because of its unique content generative mechanism. All the contents, assortments, filter and sequencing in Douban are produced and decided by members, totally automatic. In Douban, users can interact with each other (Leonard, 2012). The starting point of forming contents is netizens provide the book that they have read, films that they have watched, music that they have listened, relative comments and blogs initiatively. These contents provide many basic nodal points (nodal point means a computer, or other devices connect to network which has an independent address and transmit or receive data functions, it can be netizens, servers, etc.), and these nodal points link to each other because the relative functions that site technology systems provide, such as tags and recommended sites, so it can make a basic network. The community of Douban offers a possibility for extending interpersonal relationship which uses “habits” as a ligament.


Relating to my campaign

Facebook and Weibo are two typical social media platforms relate to UCC concept. In my campaign, for communicating with foreigners, so I established a fan page about my company-First Finance. All information needs myself to full fill it and attract Facebook users pay attention to my company. Moreover, all contents are made by myself. For instance, the cover page and the basic information about my company should be edited by myself, namely, I design everything to appeal customers. In the fan page, I share other enterprises’ opinion, repost the news, upload videos, write briefs, propagandize my company and interact with audiences. Facebook provides a good platform for company to advance their business and connect with different customers, including organizations, enterprises and individual businessmen.

屏幕快照 2015-05-29 下午1.36.49(My campaign’s fan page in Facebook)

Weibo is a main stage for the company enters Chinese market. Weibo has a special platform to help enterprises advertise their products. It is similar to Facebook, I also need to write a portfolio about the company, and upload a link, video, pictures and other useful information to draw users attention. China has a huge population, and almost over half of Chinese use Weibo as their social communication tools to share their feelings, their daily life, comment on others’ Weibo contents, even some serious events. It is much more convenient than before, even celebrities and political officials use Weibo to listen the advices of netizens, such as British Prime Minister Dave Cameron opens a Weibo account to express his opinion and interact with Chinese, his account has 933k followers.

What I have learned in social media

The most interesting aspects of this course is let us practice our idea turn into real action. We need to actual establish our own companies and engage with netizens. Interact with them, upload different contents and put all assumptions into practice. What we do all relate to the core theory of social media and Web 2.0. Furthermore, with the rapid development of Internet, social media becomes a necessary part in our life, while this course teaches us how to use social media platforms to make engagement and advertise firms. Therefore, this assignment can be an experience for me to prepare for my future job, and it provides my some basic skills for how to interact with consumers in social media platforms.


  1. Hinton, S., & Hjorth, L. (2013). What is Web 2.0? Understanding Social Media (pp. 7 – 31). London: SAGE Publications Ltd.
  2. Bell, Ann (2009). Exploring Web 2.0: second generation internet tools-blogs, podcasts, wikis, networking, virtual worlds, and more. Kate Crossing Press.
  3. Leonard, B (2013). The social networking Handbook-Everything you need to know about social networking. Emereo Publishing.

One thought on “User Created Content (UCC) and Web 2.0

  1. This article has generally discussed the revolutionary phenomenon of Web 2.0 and its ramification – user created content (UCC) with detailed introduction of relevant examples. It is quite clear that the development of information technology and innovations of Internet platforms have entitled our netizens to be content receivers and producers. But the article seems to be an introductory review of the theme since there is no a complete and concrete argument in this article. Your idea of distinct characteristics of foreign UCC and Chinese UCC is worth being further discussed. But the cases of Wikipedia and Douban were more likely to be used to explain that in Web 2.0, content creation, interactions and communications among netizens are realized with more convenience and open space. Moreover, the exploration of Web 2.0 and UCC through the two examples is slightly lack of grounded and comprehensive theories. When it comes to relations to your campaign, you have successfully provided the details of campaign in regard to the two concepts.
    How about the circumstance of UCC being produced by your audiences? In future studies, I suggest that theoretical or cultural insights of distinct behaviors in Web 2.0 of Chinese and people in other countries can be conducted. It is significant to analyze what contributes to different versions of response to Web 2.0 in vibrant multi-cultural communities.

    Jingyi He 440460910


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