THE ROLE OF USER-GENERATED CONTENT IN SHAPING MEDIA TRENDS

User-generated content (UGC) is an increasingly significant influence over media trends. With more individuals empowered to produce and to spread their own content online, traditional media organizations are under pressure to evolve and adapt to this shifting environment. This article delves into the impact of UGC on media trends, exploring phenomena such as the emergence of influencer marketing and the effects of viral videos on contemporary culture. Through the analysis of case studies and ongoing trends, we seek to offer an in-depth examination of how UGC is transforming the media landscape and what implications this holds for the future of content creation and distribution.