I am a Prosumer In the making
What is a prosumer? A Google search will
suggest that it is an “amateur user of electronic equipment that is of a
standard suitable for professional use.” However this is incorrect, a prosumer
is a concept explored by Ritzer and Jurgenson which morphs the word Consumer
and Producer “both
production and consumption rather than focusing on either one (production) or
the other (consumption)’ (Riztzer & Jurgenson 2010, p. 13), where we the consumer also simultaneously
are performing the functions of the producer in other words 'prosumption'.
But are we really a prosumer? When I first
heard of this term I immediately rejected the theory, I hated the idea that I was
a prosumer or more specifically that I was a producer. But after I gave a hard
look at my life I had the sad realisation that yes I am most definitely a
prosumer. Due to living in the age of social media site such as Facebook,
Twitter and YouTube presumption has impacted our everyday life heavily, “Given the
recent explosion of user-generated content online, we have reason to see
prosumption as increasingly central,” (Riztzer & Jurgenson 2010) This can be seen on my Facebook page
where I produce my content “facebook posts” and I am also a consumer by following
others and reading their posts.
I am not only a prosumer on the internet
but I also in my everyday life, when I go to the supermarket I “consume” the
products I want and need for the week, but I also act as the “producer” when I go
to the self serve section and scan my own items. When I go see a movie at the
cinema I get a $5 discount because I am a student hence I “produce” and “consume”
the identity of a student.
At the end of the day are we not all
prosumers? Every day we both consume and produce information from and to our
surroundings, we produce and consume our identity of who we are to the world. Thanks to social media as technology advances
so will “prosumption,” it seems that prosumption is inevitable and unavoidable
part of our lives and like it or not it’s here to stay.
References:
Ritzer, G & Jurgenson, N 2010 ‘Production, Consumption,
Prosumption: The nature of capitalism in the age of the digital ‘prosumer’, Journal of Consumer Culture, vol. 10 no.
1, pp 13-36.
Links:
Link 1: http://dictionary.reference.com/browse/prosumer
Link 2: http://www.forbes.com/sites/work-in-progress/2010/07/03/the-shift-from-consumers-to-prosumers/
Link 3: http://thesocietypages.org/sociologylens/2009/01/16/prosumers-of-the-world-unite/
Links:
Link 1: http://dictionary.reference.com/browse/prosumer
Link 2: http://www.forbes.com/sites/work-in-progress/2010/07/03/the-shift-from-consumers-to-prosumers/
Link 3: http://thesocietypages.org/sociologylens/2009/01/16/prosumers-of-the-world-unite/
Images:
Image 1: http://laurenjones94.files.wordpress.com/2013/04/dia-internet-03.jpg
Image 2: http://c3185012.r12.cf0.rackcdn.com/v3/feature/ncr-retail-selfserv-checkout.jpg/3b672cffd0b4cadafc7307755c3f6c82/ncr-retail-selfserv-checkout.jpg
Image 3: http://curiositykilledtheconsumer.files.wordpress.com/2012/06/prosumer.jpg
Great post! Interesting view on prosumers. I hadn't really thought about the whole buying products at the groceries and then scanning them ourselves and also the correlation between students and seeing movies. I agree with your viewpoint in the way that in some way or form we are all prosumers. It's a bit hard to avoid being a prosumer when we are faced with all these technological advancements! Your post was well written and flowed effortlessly from one example to the next.
ReplyDeleteMorgan :)
Hi Makoto,
ReplyDeleteI thoroughly enjoyed this blog post as it was an easy read, flowing through the examples and following the concept, definition, exemplification and discussion structure. The use of imagery was beneficial in terms of representation and the examples you utilised were applicable to most individuals including myself. I, particularly, thought drawing a comparison between consuming products in the supermarket and then using a self-serve check-out as a producer was clever. I would have liked, however, to see some more academic references besides Ritzer who coined the term 'prosumer', perhaps other scholars who back this theory. Overall, well done.
Even though this is a relatively short post, everything was clearly written and said with depth. The use of imagery was helpful alongside the information provided, as it was simple and easily understood. The point you made about the supermarket self serve and consuming the product was a perfect example. Agreeing with the above, it would have been beneficial to have more of an academic reference, however great read.
ReplyDeleteHey Makoto,
ReplyDeleteI found this blog really intriguing to read. Your writing flows really well and you have a great structure with great use of definitions and explanations to arouse discussion. Your thoughts on the consumer products for the self-serve reminded me of things Chris said in a tute. It’s usually more convenient to go to self check out, but for the amount me pay and we ultimately making it so less jobs are needed in the industry. Your use of pictures to break up the text and to still relate to it was done well. I liked that this was personal and not really deep like an essay.
thanks for the read,
Nathan
HI Makoto,
ReplyDeleteWhat a blog! I enjoyed reading it. I appreciate the examples you have used such as going to the supermarket. You have carefully explained the difference of a producer, consumer and prosumer. I like how you have clearly stated how we are all prosumer’s in one stage or another and how producing and consuming are inevitable in this equation. Personally by reading your blog you have simplified the complexities of understanding “prosumption” especially if this was read by a person who had absolutely no idea who Ritzer and Jurgenson were and what they have discovered. Keep up the great work!
Hi Makoto,
ReplyDeleteIt is true that we consume and produce everyday. That's why I think human is actually a prosumer. However it is quite interesting that you used Facebook as your example: I never thought of that: producing posts myself, and consuming the other's : this is really creative idea. This also reminds me prosuming is not just on economic but it can also be psychological.