I found George Ritzer and Nathan Jurgenson’s article
that deals with the rise of prosumer
capitalism quite fascinating. The
article does not individualize the concept of being a consumer or a producer,
but rather the integrated term of being a prosumer. It becomes one entity. They
discuss how capitalist roles have shifted and now, especially in this digital
age, the traditional prosumers- pumping
gas- have evolved into the modernized prosumer- ‘especially those associated
with web.2.0’ (Ritzer and Jurgenson 2010 p.24).
At first I found their argument quite ridiculous. I never
thought that I was anything but a consumer. What would I possibly produce that
would count me as a prosumer? Then I realized. With the innovation of new
technologies, new platforms of communication became readily available for
society to consume. My Facebook page’s content, status updates, pictures are
all available for my Facebook friends to consume! How could I not know? Is it
not obvious that we are in some way or other contributing to the activities of
consumption and production in our society?
Courtesy of Google Images
Ritzer and Jurgenson discuss that due to a recent shift in
how people communicate-innovation of new communication methods- and the
introduction of the Internet have given the concept of prosumerism greater
centrality.
However, I was left stuck thinking about what these cyber
producers are getting in return from those who consume their websites, blogs, YouTube
videos etc. Are producers being exploited? Giving out so much and getting so
little? But then I thought, I actually quite enjoy updating my Facebook, and
uploading photos on instagram where everyday I achieve more and more followers.
Even though Social Media Platforms have become efficient tools
for many organizations and people to stay in touch, and broadcast their
message, it has also become 'fundamentally
based on surveillance and behavior control’ (Ritzer & Jurgenson 2010 p. 23). We
always need to be conscious of what content we do display on social media
platforms, especially nowadays when employers check potential employees Facebook
pages to see if they do something that they may feel to be unacceptable.
Courtesy of Google Images
Now understanding the concept of prosumerism and that we
all in some way are one. I now want to put more effort into what I produce
online- more artistic photos- more status updates-but also be morally conscious
of what I display and that hopefully it will be thoroughly enjoyed by those
consuming my content.
reference list
Courtesy of Google images
Ritzer, George and Jurgenson, Nathan 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.
reference list
Courtesy of Google images
Ritzer, George and Jurgenson, Nathan 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.
Hey Tamsin,
ReplyDeleteYour blog post this week was very well written. I enjoyed how you incorporated your experience as a prosumer in to your blog as this adds emphasis on Ritzer and Jurgenson's article. I found the article very interesting, as the notion of prosumption was never a concept that I had thought of before, but I believe that it is definitely an important factor in todays digitally, and technologically advanced society. I agree that social media active users must be conscious of what content that they produce, as the notion of surveillance is quite frightening.
All in all, I loved your blog this week!
I think this blog post was written very well. It shows your understanding of the concept that we are all prosumers, even as you highlighted, without realising. I found your understanding of the concept develop on a different level through every paragraph of your post - not only did you first understand the term, but you then went on to discuss how it personally related to you in terms of the social media websites you use and their content. All in all, a concise, intelligent and interesting blog post :)
ReplyDeleteHi Tamsin, thanks for your enjoyable blog on Prosumerism!
ReplyDeleteSuch a fascinating subject! I was particularly drawn to your story, because I had a similar experience after reading the Ritzer and Jurgenson article. In my blog Global Blogarama, I too declared my sudden awareness of my own prosumerism; and I too felt an urge to produce better online content. It’s great that Globalisation of media and the development of interactive content development is driving some of us to better ourselves! (Well at least how we present ourselves in the online environment). While for others, it is seen as an opportunity for exploitation. Only the tip of the ice-berg on this topic I feel Thanks.
Hey Tamsin, lovely post!
ReplyDeleteIt was really good to read your own thought process going in to the readings. Your post shows you have really taken in the reference and have taken prosumerism and understood how it works in your own life. Great use of imagery to break up the text to make for an easier read. Best of luck with the rest of the blog!