Umair Haque, the new-media theorist who writes the Bubblegeneration blog and recently launched the Havas Media Lab, has a great take on the phenomenon of “user-generated content” and how it hasn’t really measured up to what many proponents — both outside the traditional media and inside it — were hoping for and/or expecting. In the first research paper released by the media lab (available in PDF only at this point), Umair argues that this is because user-generated content is mostly a misnomer. What users generate is *context,* he says.

As many others have, Umair notes that the Techmeme leaderboard is composed primarily of mainstream media sources — but says this makes perfect sense when you think about user-generated context instead of user-generated content. Most of those commenting on media stories or blog posts aren’t generating content per se, but are taking content that is created by others (whether the traditional media or new media outlets) and contextualizing it in some way that is meaningful for them and others who share their interests. As Umair says:

“From an economic point of view, user generated context is an entirely different good from content: a complement. Demand for one amplifies demand for the other. The tail of content is lengthening – but that supply curve is made up of new content players like PaidContent and RocketBoom.

By conflating the content and context, we mistakenly assume that what connected consumers create is inherently worthless – when, in fact, it’s by letting connected consumers contextualize content that tsunamis of new value can be unlocked (just ask Google).”

Media entities that recognize this can take advantage of it to build value, he says. User-generated context means that connected consumers “aren’t their competitors — but are vital, essential complementors, who create real value for them. The more context there is, the greater demand for their content is likely to be.” Advertisers also have to make the shift, Umair says, from thinking about advertising as something that is created and then delivered to something that is created through the process of contextualization of content. Get the whole paper here.

Ethan Kaplan at blackrimglasses.com has written something approaching a manifesto for a new age of creativity driven by cheap and accessible technology — something he distinguishes from “user-generated content,” because I think he feels that’s a marketing buzzword used primarily by big corporations, in order to try and co-opt people’s desire to contribute. As he puts it:

“The whole concept behind “User Generated Content” as a means of describing content created by and for the People is flawed in that it simultaneously is presupposing a hierarchal difference — subjugating the “User” as a different class — [and] maintaining this hierarchy by virtue of a disingenuous altruistic elevation of said content to that of Corporate under the guise of Marketing.”

Can you tell that Ethan (the director of technology at Warner Brothers Records) has a degree in fine art and cultural theory? I thought you probably could. But he is right, in the sense that things like the Modest Mouse video contest are an attempt to give fans the illusion that they are actually interacting with the band when they are doing anything but. Ethan goes on to say:

“Here’s the thing: the best of what we now call UGC, and I choose to call GOOD FILM/VIDEO came from subversive desire and goals, as well as the desire for uninhibited creative expression outside of the confines of economics and hierarchy which define the media industry.”

“Take back the media! Do not partake in systems meant to enforce hierarchy, and instead embrace those that seek to diminish and eliminate it.”

A call to arms indeed. Creative artists of the world, unite! Take up the cellphone and the video camera — you have nothing to lose but your media chains.