Exploring the Pro-Am Interface between Production and Produsage
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Exploring the Pro-Am Interface between Production and Produsage

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Paper presented at The Internet Turning 40 conference, Hong Kong, 19 June 2010.

Paper presented at The Internet Turning 40 conference, Hong Kong, 19 June 2010.

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Exploring the Pro-Am Interface between Production and Produsage Exploring the Pro-Am Interface between Production and Produsage Presentation Transcript

  • Exploring the Pro-Am Interfacebetween Production and Produsage
    Dr Axel BrunsAssociate ProfessorARC Centre of Excellence for Creative Industries and InnovationQueensland University of Technologya.bruns@qut.edu.auhttp://snurb.info/@snurb_dot_info
  • Image by XKCD
  • The Participatory Turn
    From the industrial value chain…
    producer  distributor  consumer
    …to the participative Web:
    (as user)
    produser
    (as producer)
    content
    content
  • Produsage
    Key principles of produsage environments:
    Open Participation, Communal Evaluation:the community as a whole, if sufficiently large and varied, can contribute more than a closed team of producers, however qualified
    Fluid Heterarchy, Ad Hoc Meritocracy:produsers participate as is appropriate to their personal skills, interests, and knowledges; this changes as the produsage project proceeds
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    Image by barjack
  • Key Principles
    Key principles of produsage environments:
    Open Participation, Communal Evaluation:the community as a whole, if sufficiently large and varied, can contribute more than a closed team of producers, however qualified
    Fluid Heterarchy, Ad Hoc Meritocracy:produsers participate as is appropriate to their personal skills, interests, and knowledges; this changes as the produsage project proceeds
    Unfinished Artefacts, Continuing Process:content artefacts in produsage projects are continually under development, and therefore always unfinished; their development follows evolutionary, iterative, palimpsestic paths
    Common Property, Individual Merit:contributors permit (non-commercial) community use of their intellectual property, and are rewarded by the status capital
  • Image by zota
  • Produsage and Business
    Professional? Amateur? Both?
    Pro-Ams work at their leisure, regard consumption as a productive activity and set professional standards to judge their amateur efforts. (Leadbeater & Miller, 2004)
    Connectors between produsage communities and business interests
    Alternatively:
    Lead users (von Hippel, 2005)
    Community leaders
    Prosumers? (Toffler, 1970)
  • Image by topherous
  • Beware the Prosumer
    Dreams of a “customer-activated manufacturing system”:
    In the end, the consumer, not merely providing the specs but punching the button that sets this entire process in action, will become as much a part of the production process as the denim-clad assembly-line worker was in the world now dying. (The Third Wave, 1980: 274)
    Producer and consumer, divorced by the industrial revolution, are reunited in the cycle of wealth creation, with the customer contributing not just the money but market and design information vital for the production process. Buyer and supplier share data, information, and knowledge. Someday, customers may also push buttons that activate remote production processes. Consumer and producer fuse into a “prosumer.” (Powershift, 1990: 239)
  • Image by Chris Devers
  • Towards Pro/Am Collaboration
    Establishing the ‘netarchistfirm’:
    They are ‘acceptable’ intermediaries for the actors of … participatory culture. (Bauwens, 2005)
    Breaking down corporate boundaries
    Working with the community, but for profit
    Establishing heterarchical governance structures
    Transcending copyright as the central business model
  • Image by V31S70
  • Joining Production and Produsage
    Requirements for Pro/Am Projects:
    Shared Responsibility and Control:neither side controls the project outright, and each must respect the other’s interests; governance mechanisms must support a sharing of responsibility
    Mobility between Community and Corporation:participants – especially Pro-Ams – must be able to move between the two sides with ease; this also creates incentives for staff and community to participate
  • Joining Production and Produsage
    Requirements for Pro/Am Projects:
    Shared Responsibility and Control:neither side controls the project outright, and each must respect the other’s interests; governance mechanisms must support a sharing of responsibility
    Mobility between Community and Corporation:participants – especially Pro-Ams – must be able to move between the two sides with ease; this also creates incentives for staff and community to participate
    Redesign of Products as Evolving Artefacts:disruptions of the ongoing, incremental produsage process in order to package outcomes as complete ‘products’ are disruptive and unacceptable
    Acceptance of Non-Exclusive Corporate Use of Content:corporations cannot expect to gain exclusive rights to user-created content, but neither can communities fully rule out commercial use
  • Canaries in the Coalmine
    Journalism in transition:
    Current models failing – badly
    Silver bullet solutions doubtful (paywalls, iPad delivery)
    Credible participatory models emerging
    Global crises amplify interest in the news
    Will we see new Pro-Am frameworks develop here?
  • Image by 'S'
  • Viral Marketing
    Axel Bruns
    Associate Professor
    ARC Centre of Excellence for Creative Industries and Innovation
    Creative Industries Faculty
    Queensland University of Technology
    Email: a.bruns@qut.edu.au
    Blog: http://snurb.info/
    Twitter: @snurb_dot_info
    Produsage: http://produsage.org/
    LinkedIn: http://www.linkedin.com/in/snurb
    Blogs, Wikipedia, Second Life, and Beyond:From Production to Produsage(Peter Lang, 2008)