Prosumers and the Media

Introduction

• The distinction between producers and consumers is increasingly blurred, leading to the rise of 'prosumers'.

What are Prosumers?

• Definition: A prosumer is someone who participates in both production and consumption.
• Origin: Term popularized by Alvin Toffler in 1980.
• Examples of Prosumption:
  • Clearing your own table at fast food restaurants.
  • Customizing greeting cards with personal messages.
  • Printing names on sports jerseys.
  • Using 3D printers for personal creations.
  • Self-service grocery checkouts.
  • Customizing smartphone specifications via apps.
• In Media: Bloggers and vloggers create content on platforms like Medium and YouTube, blurring the lines between consumer and creator.

The Blurring Roles of Producers and Consumers

• Consumer Demands: There is a growing demand for personalized products, leading to consumer involvement in the design and production process.
• Economic Perspective: Prosumption is often discussed in economic terms, but it's also relevant in media contexts.

Further Reading

• Henry Jenkins: Explores participatory culture and fandoms, highlighting how media consumers also become creators.
• Recommended Article: "Mass Customization: The new path for luxury industry?" exploring economic aspects of prosumption.

Bibliography

• Key Reference: Toffler, A. (1980): The Third Wave.

Conclusion

• Understanding prosumers is essential for examining modern media dynamics and the evolving relationship between consumers and producers.