a work could in itself motivate the creator, express the taste of the person linking or copying. Digg.com, StumbleUpon.com, and leaptag.com are good examples of where such linkage to work happens. The culmination of such linkages could very well identify the tastes of a person in the community and make that person unique. User-generated content occurs when a product's customers create and disseminate online ideas about a product or the firm that markets it. These ideas are often in the form of text but also come in other forms such as music, photos, or videos. UGC has three key characteristics: (1) The contribution is by users of a product rather than the firm that sells this product; (2) it is creative in nature and the user adds something new; (3) it is posted online and generally accessible. Media pluralism According to Cisco Systems, in 2016 an average of 96,000 petabytes was transferred monthly over the Internet, more than twice as many as in 2012. In 2016, the number of active websites surpassed 1 billion, up from approximately 700 million in 2012. This means the content we currently have access to is more diverse than ever before. Reaching 1.66 billion daily active users in Q4 2019, Facebook has emerged as the most popular social media platform globally. Other social media platforms are also dominant at the regional level such as: Twitter in Japan, Naver in the Republic of Korea, Instagram (owned by Facebook) and LinkedIn (owned by Microsoft) in Africa, VKontakte (VK) and Odnoklassniki (eng. Classmates) in Russia and other countries in Central and Eastern Europe, WeChat and QQ in China. However, a concentration phenomenon is occurring globally giving the dominance to a few online platforms that become popular for some unique features they provide, most commonly for the added privacy they offer users through disappearing messages or end-to-end encryption (e.g. WhatsApp, Snapchat, Signal, and Telegram), but they have tended to occupy niches and to facilitate the exchanges of information that remain rather invisible to larger audiences. Production of freely accessible information has been increasing since 2012. In January 2017, Wikipedia had more than 43 million articles, almost twice as many as in January 2012. This corresponded to a progressive diversification of content and increase in contributions in languages other than English. In 2017, less than 12 percent of Wikipedia content was in English, down from 18 percent in 2012. Graham,