At one level, all Internet content is user-ganerated, as the medium by its very nature promote interactive, many-to-many modes of communication. The phenomenon of user-generated content, however, refer specifically to the way in which user as both remediators and direct producers of new media content engage in new forms of large-scale participation in digital media spaces. Massive multiplayer online game (MMOGs), for instance, derive their particular dynamism as media forms from the productivity of the players themselves, and the investments they make in the evolution of the game itself (Humphreys2004). They represent a model of media production that is recursive, non-liner, and ongoing, leading to the emergence of a producer and a consumer, often simultaneously. Such an understanding of the online user as participant in co-production point in the direction of the open source movement in the software development realm, and its championing of collective intelligence as the cornerstone of better software in the software realm. This is turn links to what von Hippel (2005:1) has described as user-led innovation, and the democratization of innovation, where ‘user of products and services-both firms and individual consumer-are increasingly able to innovate for themselves’ and, through digital networks in the knowledge economy, these innovations can be distributed, shared, and improved upon by user communities.