KCB201 Week 8 Slidecast: Produsage

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Week 8 Slidecast for KCB201 Virtual Cultures in the Creative Industries Faculty at Queensland University of Technology, semester 1/2008.

Technology Business

Produsage KCB201 Virtual Cultures Dr Axel Bruns [email_address]

DIY Communities ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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[object Object],[object Object],[object Object],[object Object],[object Object],Britannica vs. Wikipedia in public (as producers) produsers (as users) content content content content author editor behind closed doors

Benefits of Produsage ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Produsage in Context content development space set up by community or company to harbour produsage (e.g. Wikimedia Foundation; Google; SourceForge) commercial / non-profit harvesting of user-generated content (e.g. The Sims , Wikipedia on CD-ROM) commercial / non-profit services to support produsage (e.g. Red Hat, SourceForge) commercial activities by users themselves, harnessing the hive (e.g. support services, consultancies, content sales) initial IP contributions from individuals, the public domain, or commercial sources collaborative, iterative, evolutionary, palimpsestic user-led content development valuable, often commercial-grade content is created Produsage Environment (populated by produsers)

Necessary Preconditions ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Key Principles ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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Paper presented at the Creativity & Cognition conference in Washington, DC, on 14-16 June 2007. For more information (including the full paper), see http://snurb.info/node/720. This paper outlines the concept of produsage as a model of describing today’s emerging user-led content creation environments. Produsage overcomes some of the systemic problems associated with translating industrial-age ideas of content production into an informational-age, social software, Web 2.0 environment. Instead, it offers new ways of understanding the collaborative content creation and development practices found in contemporary informational environments.

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Paper presented at the PerthDAC conference, Perth, Australia, 15-18 September 2007. For more information (including the full paper), see http://snurb.info/node/719. In the emerging social software, ‘Web2.0’ environment, the production of ideas takes place in a collaborative, participatory mode which breaks down the boundaries between producers and consumers and instead enables all participants to be users as much as producers of information and knowledge, or what can be described as produsers. These produsers engage not in a traditional form of content production, but are instead involved in produsage – the collaborative and continuous building and extending of existing content in pursuit of further improvement. This paper examines the overall characteristics of produsers and produsage, and identifies key questions for the produsage model.

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Paper presented at Transforming Audiences conference, London, 3-4 Sep. 2009. Abstract: Alvin Toffler’s image of the prosumer (1970, 1980, 1990) continues to influence in a significant way our understanding of the user-led, collaborative processes of content creation which are today labelled “social media” or “Web 2.0”. A closer look at Toffler’s own description of his prosumer model reveals, however, that it remains firmly grounded in the mass media age: the prosumer is clearly not the self-motivated creative originator and developer of new content which can today be observed in projects ranging from open source software through Wikipedia to Second Life, but simply a particularly well-informed, and therefore both particularly critical and particularly active, consumer. The highly specialised, high end consumers which exist in areas such as hi-fi or car culture are far more representative of the ideal prosumer than the participants in non-commercial (or as yet non-commercial) collaborative projects. And to expect Toffler’s 1970s model of the prosumer to describe these 21st-century phenomena was always an unrealistic expectation, of course. To describe the creative and collaborative participation which today characterises user-led projects such as Wikipedia, terms such as ‘production’ and ‘consumption’ are no longer particularly useful – even in laboured constructions such as ‘commons-based peer-production’ (Benkler 2006) or ‘p2p production’ (Bauwens 2005). In the user communities participating in such forms of content creation, roles as consumers and users have long begun to be inextricably interwoven with those as producer and creator: users are always already also able to be producers of the shared information collection, regardless of whether they are aware of that fact – they have taken on a new, hybrid role which may be best described as that of a produser (Bruns 2008). Projects which build on such produsage can be found in areas from open source software development through citizen journalism to Wikipedia, and beyond this also in multi-user online computer games, filesharing, and even in communities collaborating on the design of material goods. While addressing a range of different challenges, they nonetheless build on a small number of universal key principles. This paper documents these principles and indicates the possible implications of this transition from production and prosumption to produsage. References: Bauwens, Michel. (2005, 15 June) “Peer to Peer and Human Evolution.” Integral Visioning. http://integralvisioning.org/article.php?story=p2ptheory1 (accessed 1 Mar. 2007). Benkler, Yochai. (2006) The Wealth of Networks: How Social Production Transforms Markets and Freedom. New Haven, Conn.: Yale University Press. Bruns, Axel. (2008) Blogs, Wikipedia, Second Life, and Beyond: From Production to Produsage. New York: Peter Lang. Toffler, Alvin. (1970) Future Shock. New York: Random House. ———. (1980) The Third Wave. New York: Bantam. ———. (1990) Powershift: Knowledge, Wealth, and Violence at the Edge of the 21st Century. New York: Bantam.

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