The term ‘Produsage’ was coined by Axel Bruns (2008). Produsage refers to the idea that with new technological trends like web 2.0 the role of the consumer has long disappeared and the distinctions between users and producers have merged into a comparative irrelevance. Users are becoming producers of a shared knowledge base accessible to anyone online. This has become known as produsage.
Now I know what you are thinking this is another one of those terms thrown around at universities to explain new ideas and theories and you are naturally skeptical. However there is no need. Produsage is a legitimate term and exists within a wider context of new concepts for explaining the social technological and economic environment of user-led content creation (Bruns 2008).
Web 2.0 is a prime example of this new concept we call produsage. Web 2.0 is the ‘read-write’ web, it’s most visible proponents are Blogs, Wikipedia and YouTube. Web 2.0 blurs traditional notions of consumption (Bruns 2008). The simple fact that I can write my own blog on this particular topic is an example of produsage in action. I consume knowledge about produsage and then transfer it onto a networked platform for more people to consume. I am no longer simply consuming this knowledge but reproducing it in my own form. The strength of this emerging concept was confirmed in 2006 when Time Magazine made ‘YOU’ that is, all of us participating in collaborative content environments, it’s ‘Person of the Year’. This was confirmed again in the same year when Advertising Age also named the consumer as ‘Advertising Agency of the Year’. This shows the recognition of the impact of user-led collaborative content creation and reinforces the role produsage is playing within our society.
There are four key principles of produsage suggested by Bruns (2008), firstly Open Participation, Communal evaluation, this involves the idea that more people are able to participate, evaluate, and add to contributions of there predecessors. Secondly is Fluid Heterarchy, Ad Hoc Meritocracy, produsage departs from traditional, hierarchical organizational models and allows for the skills and abilities of all participants to have an equal ability to make a worthy contribution. Thirdly, is the principle of Unfinished Artifacts, this is the idea that produsage must remain continually unfinished. Produsage does not work towards the completion of products rather it is aimed at the gradual improvement of existing shared content. The final key principle of Produsage is common property, that being; produsers are contributing to a shared common purpose. These four key principles outline the basis behind produsage. The question then is what impact does produsage have?
Bruns (2008) argues that produsage brings about the idea of cultural convergence, which will as Bruns argues bring about a collapse of established media powers, which are unable to keep up with the emerging forms of content creation.
References
Bruns, A. 2008. Blogs, Wikidepia, Secound Life and Beyon. From Production to Produsage. New York, Peter Lane Publishing, Inc.
