War for a Ball : The impact of user-generated-content over the behavior of media consumer in times of crisis. A Footbal case study

Abstract: The recent breakthroughs in communication technologies have reintroduced the user to Internet. Media consumers became empowered with the capabality to produce, and will gradually shift from the traditional role of an audience to generate content, compete with mainstream media and construct new social and cultural realities. The impact user-generated-content is having over individuals and groups is still ambiguous and requires a better understanding of both the nature of UGC and the particularity of social media platforms as a channel. The pupose of this paper is to further the discussion on how user-generated-content impact audiences in terms of opinion and behavior, particularly during periods of crisis.