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CONSUMER
PROSUMER

 By: Paul Berenguer

 “customers participate in the creation of
products in an active and ongoing way”

Source: http://mehdioa.wordpress.com/

 10 to 40% of consumers say they participate
in product creation/modification
 Need Driven
 Excitement Driven

 Free R&D
 Larger human capital

 Linden Labs creates only 1% of the game
 2300 hours of free development
 Rewards IP rights

 Loosing control?
 Cannibalism

 Hackers tapped into their software
 Faced with the decision to sue
 Created the “Right to Hack”

 Create a platform for creation
 Stay informed and up to date
 Offer rewards
 Treated as co-creators

 Fuller, Johann, Gregor Jawecki, and Hans Muhlbacher (2006),
„Innovation Creation by Online Basketball Communities.”
Journal of Business Research, 60(1), 60-71.
 Kozinets, Robert V., Hemetsberger, Andrea and Hope Schau
(2008), „The Wisdom of Consumer Crowds: Collective Innovation
in the Age of Networked Marketing.” Journal of Macromerketing.
28(December). 339-354.
 Tapscott, Don and Williams, Anthony. (2006). „The Prosumer‟.
Wikinomics.
http://hlt.media.mit.edu/dfe_readings/TapscottChapter5.pdf
 Tapscott, Don and Williams, Anothony. „Wikinomics‟. (2006)
Executive Book Summaries.
http://cgis.hbg.psu.edu/articles/Wikinomics_Summary.pdf
 Quinion, Michael. (2012). „Prosumer‟. World Wide Words.
http://www.worldwidewords.org/turnsofphrase/tp-pro4.htm.

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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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Prosumers

1. CONSUMER PROSUMER  By: Paul Berenguer

2.  “customers participate in the creation of products in an active and ongoing way” Source: http://mehdioa.wordpress.com/

3.  10 to 40% of consumers say they participate in product creation/modification  Need Driven  Excitement Driven

4.  Free R&D  Larger human capital

5.

6.

7.  Linden Labs creates only 1% of the game  2300 hours of free development  Rewards IP rights

8.  Loosing control?  Cannibalism

9.

10.  Hackers tapped into their software  Faced with the decision to sue  Created the “Right to Hack”

11.  Create a platform for creation  Stay informed and up to date  Offer rewards  Treated as co-creators

12.  Fuller, Johann, Gregor Jawecki, and Hans Muhlbacher (2006), „Innovation Creation by Online Basketball Communities.” Journal of Business Research, 60(1), 60-71.  Kozinets, Robert V., Hemetsberger, Andrea and Hope Schau (2008), „The Wisdom of Consumer Crowds: Collective Innovation in the Age of Networked Marketing.” Journal of Macromerketing. 28(December). 339-354.  Tapscott, Don and Williams, Anthony. (2006). „The Prosumer‟. Wikinomics. http://hlt.media.mit.edu/dfe_readings/TapscottChapter5.pdf  Tapscott, Don and Williams, Anothony. „Wikinomics‟. (2006) Executive Book Summaries. http://cgis.hbg.psu.edu/articles/Wikinomics_Summary.pdf  Quinion, Michael. (2012). „Prosumer‟. World Wide Words. http://www.worldwidewords.org/turnsofphrase/tp-pro4.htm.