Research by Marina Vujnovic (in Singer et al, 2011) identifies a tendency among journalists to talk of UGC in economic terms, as having three benefits: building brand loyalty, boosting website traffic and remaining competitive.

“In framing the value of participation at least partly in economic terms, our interviewees draw user contributions into the sphere of commodity culture that also includes information produced within the newsroom” (p143)

Singer et al (2011) Participatory Journalism, Wiley & Sons