Tuesday, 27 August 2013
Week Five: 'Prosumers' and their role on Web 2.0
In an era where we are increasingly engaging with and relying on online technologies and networks, the likelihood of acting as a 'prosumer' is high. During this post, I will examine the role of a 'prosumer' in relation to user-generated-content sites such as Twitter, Facebook and YouTube.
According to Ritzer and Jurgenson (2010), 'prosumption involves both production and consumption rather than focusing on either one or the other.' In terms of sites such as Facebook, Twitter and YouTube, 'prosumers' are the lifeblood which ensures their ongoing popularity. These sites, which undoubtably rank as some of the most popular and profitable websites worldwide, rely on each individual producing and consuming content to continue their remarkable success. Ritzer and Jurgenson (2010) single out Web 2.0 (of which social media is a significant part) as the major area where a 'dramatic explosion in prosumption' has taken place.
The reason for this dramatic explosion is simple. Sites such as Facebook and YouTube rely heavily on the production of user-generated content and the subsequent interaction with this content. What would it mean for Facebook if no one bothered to produce their own personal profile? What would the future look like for YouTube if videos weren't produced and uploaded to the video-sharing site? The answer is simple, the lack of content would sound the death knell for these sites. Similarly, if the general public stopped consuming content from these sites, then their fate would also appear gloomy.
A growing culture of 'prosumers' has resulted in a remarkable level of success for social media sites. This is due to the fact these sites don't have to commit as many resources to producing content which will appear online. The notion of 'prosumption' has ensured sites such as Facebook, Twitter and YouTube are able to effectively reduce costs courtesy of the majority of content being produced by their users.
Every time you post or read a Facebook post, upload or watch a YouTube video, or 'tweet' or 'retweet' on Twitter, you are unwittingly acting as a 'prosumer' in the age of Web 2.0.
Reference List
Ritzer, G & Jurgenson, N 2010, Journal of Consumer Culture, Production, Consumption, Prosumption: The nature of capitalism in the age of the digital 'prosumer', retrieved 28/8/13, URL- http://joc.sagepub.com/content/10/1/13, p.14,19
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Joel,
ReplyDeleteYour writing flows well and is easy to understand. You have followed the format of ‘concept, definition, exemplification, discussion’ well and have interacted confidently with some key terms, like ‘prosumer’. Raising questions is effective in illustrating that a conclusion cannot be reached in this single post. While you discuss prosumers in relation to social media, I would have liked to see economic consequences at least introduced, as well as some sort of picture. Your last sentence acts as a strong conclusion. Your academic reference are relevant and effective, but your links could have been used more effectively.
Hi Joel,
ReplyDeleteYou’ve definitely done a great job at addressing what prosumers do for online social networking sites such as Facebook, Twitter and YouTube. I completely agree with you when you say how these sites completely rely on us as prosumers to make a profit and to promote what they’re doing, especially when saying ‘if the general public stopped consuming content from these sites, then their fate would also appear gloomy.’ You couldn’t be more right! It would have been great to see some examples such as images or a video. Otherwise, great work.