produsage and production

A generation a produsers

a generation of produsers

  1. What is the difference between produsage and production?
  2. What are some of the things that can be created by communities of produsers?
  3. Can produsage eventually replace production in some areas? 

Produsage: A serendipitous word, synonymous with Gen Y inventions of mass participation and involvement. In yesteryears gone by, one would obtain and use media products produced by production companies. Nowadays those companies we once relied on to produce our media products for us have become relics by the wayside. Traditionally structured production companies like Encyclopaedia Britannica, have been blitzed by a democratized force of millions – all produsers; producing the content and using it. Certainly millions of produsers, under the banner of Wikipedia, can at first glance replace the antiquated and comparatively expensive Britannica. In stark contrast, Wikipedia is free. Some of us have been told this once or twice in their lifetime, “You get what you pay for”. This ode has been found to ring true on more than one occasion in the case of Wikipedia.  Also how can we forget, if it’s not prudent for one to cite Wikipedia in academia; there is a reason why and hint, hint – it’s not academic “elitism” either.

So yes, we have seen examples of produsage replacing production in the areas of encyclopaedic information (Wikipedia) and various music (Pirate Bay). That said, it’s by no means Orwellian to imagine produsage replacing the production of news broadcasting. We have YouTube, video Instagram and video bloggers. The democratized millions of produsers have the means to generate and replace news broadcasting, albeit without the restrictions enforced upon professional news broadcasters today. In one way, this replacement might result in a new era of media transparency. On the other hand, it may result in a trend of damaging reporting inaccuracies (Hurricane Katrina-Citizen Journalists). Perhaps it will not be any different, we will not know until we try. However, we can be certain of this, the produsers the world over will try because this is a new era; the era of the amateur.

Luke Mackay

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Are we more likely to produce more creative work in this era of web 2.0 enabled participatory culture?

Personally I don’t think that web 2.0 pushes society to be more creative. People seemed to have simply conformed to the social norms rather than venturing out and creating original ideas. Preconceived notions have been projected to the masses on how to dress, act, etc. However, there is a small, albeit rapidly growing minority, that have used web 2.0 as platform to intelligently disperse their creativity.


Week 4- Is web 2.0 about user empowerment or user exploitation?

It’s a bit of both we have the Twitter world where we can express and voice our opinions through #hashtags trying to reach a certain demographic and joining in on certain topics to reach an audience. In a way our words start to hold weight and importance giving us power. The downfall of web 2.0 is the exploitation of the social networking with sites like Facebook and Instagram, our words and pictures are no more exclusively ours, they have the right to them for advertisement purposes or to be monitored by other companies to find out what our thoughts and interests are to profit from us. Whatever we look up on search engines such as Google and Bing, or anything we frequently look up is tracked and used by companies to contribute to their marketing campaigns: conveniently shaping the internet “to our interests”.


Hi there! We will be discussing the super cool topic of social media over the coming weeks and all the nitty-gritty bits that make it tick. We all individually contribute to social media and we all play a part. That’s kind of what we’re like, cogs in a huge machine. Social media, in some ways, is just like a vast network of people, all operating together and continually connected. In Social Media ACC3004, we open up the lid and have a look inside, to examine and study a bit more about how all the cogs fit together – by Luke Mackay & Deeqa Ali