One important, and some would say exciting aspect of web2.0, is a term coined by Axel Bruns, a lecturer I have come across many times during my university education. I have been aware of this term and to be honest, find myself writing or talking about it all the time – even in day to day conversation.
Produsage – a mash up of a user and a producer. The term encapsulates the shift from the old ‘industrial’ forms of production to the collaborative, user led environment.
“The concept of produsage is intended as a means of connecting such developments in the cultural, social, commercial, intellectual, economic, and societal realms” (Bruns 2008, 5). Produsers are actually involved in the content production, but not in the traditional ways as there is a "collaborative and continuous building and extending of existing content in pursuit of further improvement" (Bruns 2008, 1).
So how do you become a produser? Firstly, the production of ideas has to take place in a collaborative and social environment (funny how social networks fit into this). This kind of environment allows participants to not only be a USER, but to actually generate their own content and become a PRODUCER. Hence prod – user….. PRODUSER.
Bruns (2008, 3) points out that there are four fundamental characteristics of produsage that show the difference from industrial production. Firstly, it must be community based and happen in a collaborative environment e.g. online community (Bruns 2008, 3). The second characteristic is fluid roles, where produsers have roles within a project and a community (Bruns 2008, 3). Thirdly, is the idea of the unfinished artefact because produsage projects are continually developing and under construction (Bruns 2008, 3). Finally is the produsage value chain which shows that there is not just an individual producer, but multitudes of them (Bruns 2008, 3).
Bruns (2008, 2) also makes the point about Wikipedia not being a product, it is more the end result of collaboration and content production. He continues stating that Wikipedia is different from industrial forms of production that traditional encyclopaedia’s adhere to, and that the role of the distributor has indeed disappeared entirely – because users are becoming the produsers (Bruns 2008, 2).
To put this into perspective, imagine this.
You hear about this really great social network that’s online (there is an endless list – check out my blog on social networks to find them). Let’s continue with Wikipedia. You have a look around the site and search – you are being a user. But you then find something wrong with an entry and want to change it. You have the power to do this. You have the ability to produce the content – to become a PRODUSER.
But Wikipedia isn’t the only example. When you play games like The Sims and World of Warcraft or when you add a video to YouTube, you create your own worlds – this is produsage.
We are all produsers at some point. I am a produser at this very moment. I am not only being involved – being a user - of this social network (that being the blogging community) but I am producing my own content, writing my own thoughts. It’s actually a really good feeling.
So Axel Bruns was right on the mark – The Future IS User-Led.
Bruns, A. 2008. The Future is User-Led: The Path Towards Widespread Produsage. 1 -10. http://produsage.org/files/The%20Future%20Is%20User-Led%20(PerthDAC%202007).pdf (accessed April 29, 2008).
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I too have read the paper written by Axel Bruns titled "The future is user led" and agree with what you have written. I believe Produsage is important in today's society and with the establishment of Web 2.0 and collaborative programs everyday citizens have been given the opportunity to become not only users but producers.
Bruns (2007, 1) believes that this collaboration would not have been possible if not for Generation C. This new generation of users have the skills, abilities, interest and enthusiasm to use the technologies available which has facilitated in the success of Produsage. I completely agree! Without this drive and enthusiasm, collaboration and content creation online by the World Wide Web users would cease to exist. The online news and information would simply be created by professionals of the industry that only show us one or two perspectives/opinions. A shift from the industrial forms of production to a more democratic online environment has allowed everyone to add their ‘two bobs worth’. I myself am a Produser, not simply because of university but because i have this drive and enthusiasm to create my own content, develop my own opinions and collaborate with others.
Bruns. A. 2007. The Future is User-Led: The path towards Widespread Produsage. http://snurb.info/files/The%20Future%20Is%20User-Led%20(PerthDAC%202007).pdf (Accessed April 23, 2008).
I agree, creating content and participating in this new community does give you a great feeling. I love it how other bloggers can and do comment on my blog, add points I may have missed or rather didn’t think of in the first place, agree and even disagree. Generation C has created this world where anyone can collaborate and anyone can become a produser (Bruns, 2008)
One of the things I like most about this user-led revolution is that rather than having a hierarchical structure, it’s more heterarchial. It is more of a community with leaders still existing and monitoring production but they do not regulate and collaboration with others is key for produsage to flourish (Bruns, 2008). Consensus is also important in successful produsage communities.
Another thing that needs to be there for a successful community is ease of contribution. Bruns, in a recent interview with Henry Jenkins (http://henryjenkins.org/2008/05/interview_with_axel_bruns.html), said it’s the gradual layering of contribution which allows new content to be continually produced and for this to work ease of use is essential. This also encourages new users to the internet to contribute. I mean, I’m sure there are blogs out there are run by tech-savvy 70 year olds. This means the community is more rounded and has different people presenting different perspectives in a similar space. I also believe that user-led is the future and it couldn’t hold more promise!
Bruns, A. (2008) The Future is User-Led: The Path Towards Widespread Produsage. 1 -10. http://produsage.org/files/The%20Future%20Is%20User-Led%20(PerthDAC%202007).pdf (accessed April 30, 2008).
I totally agree with you. The future is user-led.
Accompanying with the development of new technologies, the world has become open and multivariate. In addition, cultures were remixed and reproduced much more often than before. Users could find a huge number of different interest communities on the Internet. The contents of these communities were classified carefully. Therefore, almost every area became more professional than before.
One of the advantages of on-line communities is "the latest update is always immediately available" (Bruns, 2008). And the "content is available for direct access and contribution online" (Bruns, 2008). Consumers take parts in interest groups and develop groups (Bruns, 2008). Users actually control almost all of the content creation processes. It is totally different than traditional product processes. It could be said that it is a revolution of production processes.
Your point about Wikipedia is a good example. This is true. The roles of users are very fluid on Wikipedia. People can become user and producer in the meantime. Users can acquire maximum freedom of usage and creation, or contribution. Users become producers in the end.
Users also can exchange minds and information on line. It is much easier to expresess self on the Internet. There are many fantastic ideas can be found on-line, such as blogs, youtube and so on.
The Internet is a free and open space for normal people. And everyone can expresess self and contribute on it. For me, I believe that the Internet is becoming a kind of mainstream media.
Reference:
Bruns, A.2008, 24 April. Produsage. [Slidecast: QUT KCB203]
The future is userled. Bold statement but true I guess in a way. I suppose it is all in what context you take perceive it in. If you say that in the future, userled content creation is going to be a big then yes. I like this idea of produsage and userled content but I do have one problem with it in terms of exactly what of much of it is what we make it. YouTube is a great example where the content is userled. Ignoring the censorship and regulating rules they apply, pretty much what on there is all done by users. The format is video the subject is what you make it. But this is not so true in some other circumstances. Take games for instance. Certain Massive Multiplayer Online Games is a good example where users are basically free to explore and develop the story line and outcome. This however is not true produsage in if you take the definition literally as the game was most likely developed by a corporate company with clear goals in what the games is to do and what the limitations are. In doing so they company has indirectly still told us ‘how to play’ our game. Many online social websites such us Facebook for example I feel I can argue is similar. Many might say you put your photos up and you make it what you want it to be, however most things we do or participate in on Facebook (photos aside) are other peoples work. Other peoples YouTube videos, other peoples applications etc. So how userled are we. Maybe we are more in denial than we thought.
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