The Future Is User-Led: The Path towards Widespread Produsage

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The document discusses the emergence of "produsage", where users take an active role in producing and distributing content online through various means such as open source software, wikis, social media, and user-generated content. It outlines some key characteristics of produsage including open participation, fluid roles, unfinished works, and common property. The author argues this represents a shift beyond traditional models where producers, distributors, and consumers have distinct roles, and questions what this means for issues like intellectual property, trust, economics, and politics.

Technology

User-Led Content Production ,[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]

[object Object],[object Object],[object Object],[object Object],Beyond Production

What’s Happening Here? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Beyond Products ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Common Characteristics ,[object Object],[object Object],[object Object],[object Object],[object Object]

A New Value Chain? ,[object Object],[object Object],[object Object],content content

Produsage ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Breaking the Chains 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)

Collective Intelligence ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Produsage Economics ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Political Implications ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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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From Prosumer to Produser: Understanding User-Led Content Creation

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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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Staff Seminar Thursday 29 Oct., 2-4 p.m. Seminar Room, Journalism & Media Research Centre, 1-3 Eurimbla St (corner High St), Randwick The concept of produsage (Bruns 2008) describes the user-led collaborative approach to content creation which is prevalent in open source, citizen journalism, and the Wikipedia, as well as many other social media spaces. While many produsage projects have emerged initially to challenge dominant players in industry, their successful establishment as viable and sustainable alternatives also opens the door for an exploration of manageable cooperative arrangements between industry and community. Many challenges remain for such Pro-Am (Leadbeater & Miller 2004) models, however - not least an often deep-seated sense of mutual distrust -, and successful Pro-Am models may be most likely to succeed when sponsored by trusted third parties (public broadcasters, NGOs). This presentation explores pitfalls and possibilities in the Pro-Am space.

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Paper presented at the ICE3 conference, Loch Lomond, Scotland, 23 March 2007. For more information (including the full paper), see http://snurb.info/node/721. If produsage is an increasingly significant element of intellectual, economic, legal and political processes within society, then educational institutions must pay more attention to developing produser capabilities in their graduates – focussing on learners’ collaborative, creative, critical, and communicative capabilities (or C4C, for short). Indeed, they must lead by example and base more of their teaching and learning frameworks on produsage models. Social constructivist approaches to education already call for a greater role for learners in the educational process, but even pedagogies based on this framework often still retain a strong role for the teacher, and standard tertiary education practices continue to allow for innovation only within the confines of otherwise persistent and immutable institutional structures. Beyond this, however, there is a potential for more wide-ranging changes which reposition learners as co-produsers not only of knowledge, but also of course and institutional structures. Applying a systematic understanding of current cyberspace trends towards produsage in Web2.0 environments to tertiary teaching practice in the ‘real world’, this paper outlines potential avenues for such pedagogical approaches, and investigates the extent to which they address the needs of what Trendwatching.com describes as ‘Generation C’.

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