If you have ever shared an image, video or news article then you are a content distributor. If you’ve ever posted your thoughts on someone’s Facebook wall or uploaded your homemade video to YouTube, then you are also a content creator. In fact, I would argue that most people who engage with digital media today can be considered media and entertainment pros. Granted, in many cases this involves user-generated content (UGC), but it's entertainment or information nonetheless; some is of such exceptional quality that industry buys it, brands it and certifies it as premium.

The concept of defining different levels of participation in content in the form of a scale is now relevant, where simple consumption sits at the bottom, followed by sharing, shaping, funding, producing and ultimately co-owning. But this heighted level of engagement in media is not limited to just UGC . With our increasing use of digital media, we have ourselves become media channels, essentially marketing and distributing content created by industry. And as an emerging and important media channel, we are beginning to understand our value to industry, with our own rights, needs and preferences. But is industry adapting quickly enough?

You can view seven short videos about the societal implications of digital media and the impacts on various aspects of our lives:

Author: Claudio Cocorocchia, Content Lead, Media, Entertainment and Information Industries, and a Global Leadership Fellow