Thinking about...Prosumption!
The development of technology in our modern era has not only
blurred the lines between cultural identities (ultimately lending to an
increased sense of globalisation), but has also empowered human beings with the
ability to connect, interact and essentially become, capitalists. In essence,
we have become prosumers (Ritzer, G, Jurgenson, N, 2010).
Even if you haven’t bought Nikes online, you are still most
likely still a prosumer. Do you use Facebook? Twitter? Instagram? I’m an active
Instagram user, posting numerous annoying photos of my food, my new shoes and
my dog. So, I (like all the other active users out there) are contributing to
Instagram’s sole content. Without users’ photos, there would be no app, and
therefore no profit. So where’s our cut?
Zwick et al. (2008) further assert this assumption,
concluding that prosumption accommodates for consumers’ needs for recognition, freedom
and agency. Although the nature of prosumption may be perceived as an exploitation
of human creativity, I believe it has endowed the average human with the
freedom of expression, of creativity and of communication that once may have
been beyond imaginable.
Sources:
Image: http://blog.ponoko.com/2008/04/25/mass-customization-the-the-big-end-of-town/
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,
number 1, pp. 13-36, retrieved August 20th 2013, http://joc.sagepub.com/content/10/1/13
Horacio, S, 2005, ‘Just Do It Yourself’, NY Times, 29 May, retrieved August 20th
2013,
http://www.nytimes.com/2005/05/29/magazine/29STYLE.html?_r=0
Sarah, I enjoyed reading about your epiphany after reading Ritzer and Jurgenson’s article regarding the sudden realisation that you, and many of the people you know, are a prosumer. Nike are certainly leading the way with this prosumer trend by creating the NikeiD, a website that allows you to customize your own Nike shoes. It was interesting to me that you raised the concept that our photos are Instagram’s sole content – obvious yes, something we are actively conscious of when posting, no. To a degree I can concur that “prosumption accommodates for consumers’ needs for recognition, freedom and agency” but at what cost? Besides the money paid for the app we hand over valuable personal information that can be used for research and our privately captured moments in order to make their content and what do we receive? Pressure to get more followers or more likes?
ReplyDeleteHi Sarah, I thoroughly enjoyed the way you incorporated the definitions and topics presented in the Ritzer and Jurgensen reading through your NikeiD example. It was very innovative and creative and really gave me a desire to read other posts of your blog. Well done on your use of language and explanation of prosumption and us as prosumers. and also of your use of everyday life "promsumption" examples like Instagram. Where is our profit ? i agree! We have given Instagram billions of dollars because of our photos that we post. I guess thats just how the world works! haha but well done your post was really informative.
ReplyDeleteHello Sarah,
ReplyDeleteI particularly liked this quote from you:
'A few years ago, the thought of a lazy, immature teenager being associated with having the power of a capitalist may have seemed implausible. However, now the average high-school drop-out can be the co-creator of a new and exciting product.'
This quote showcases that at the heart of prosumption, technology has given the generation of today simplified equipment to become capitalists and contribute to our ever-growing consumer culture. Some of the youngest billionaires/millionaires have profited from the tech age (Mark Zuckerberg – Facebook). Technology has also allowed consumers to ‘customise’ the very things we consume, as evidence by your example on NikeiD. Overall you had excellent points regarding prosumption, and it was put together very well.
Hi Sarah,
ReplyDeleteGreat Introduction, I liked how firstly started off with the essential readings providing a brief overview of what is to be expected in the post. Secondly, I then liked how you incorporated the 'prosumption' definition and your use of the NikeID example as this flows nicely and gave an insight about presumption is everywhere if you just look.
I thought it was really interesting how you mentioned social networking sites and linking it to the 'presumption model'. I agree with you that although prosumption has given us the opportunity to share our ideas with others it also comes at a cost: our identity. I find it intriguing how the profits made from these sites are not distributed back to users and thus a subtle hint of exploitation is evident from these sites. I tried to find some form of critique in your blog but it was well written and informative.
Overall I enjoyed your post and look forward to your blog post!
Hi Sarah,
ReplyDeleteFirstly, your blog is cleverly crafted in the repetition of 'thinking about' as your posts do actually conjure ideas for the public to think about. You follow the blog structure, defining the concept and exploring it with your own examples. The Nike example highlights the expansion of prosumption in terms of technology as does social networking. Majority of the prosumption discussions are centered around technology, however I propose the question- is prosumption possible without technological means or is it the result of technological advancement? You have developed a strong argument with solid evidence to push your viewpoint. Thanks and I look forward to 'thinking about' future posts :)
Hi Sarah,
ReplyDeleteI think the way your blog post is structured is really good. You defined prosumption and used that definition to elaborate on your own thoughts. Like you, I didn't realise that I was a prosumer until I read Jargen's article, or at least not consciously. I think that the example of the Nike website (and the accompanying photo) is really helpful to make sure readers understand the concept. It would have been good if you could have used some links to add interactivity into your blog. I agree with social Networking as a model of prosumption and I think this would be one of the main ways that we presume.
Hi Sarah!
ReplyDeleteWhat a great read! You've used your sources well as your definitions of presumption are clear and concise. I myself am a prosumer, just like you, which I discovered after reading Jargen's article. You’ve used such a great example when incorporating your interest in Nike and their products, even including their website and its facilities. I would have loved if your images were hyperlinked to the actual website because I was very keen to customize my own pair of Nike’s! Well done on your use of language in regards to prosumption and us as prosumers, definitely made me second-guess how much money Instagram has made from me posting so many photos. Great job!
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ReplyDeleteI love how you start your writing and the use of personal experiences and thoughts. The example that you have given (NikeID) is good and creative in relation to the topic, prosumption. I like where you organize all the details carefully and facilitate readers to understand your writing and most importantly to understand the essence of your writing. You also have entered the actual picture of the Nike website and it makes your blog for this week more interesting. And one more thing, I got a new information from your blog and you make me want to create my own pair of Nike shoes! Great job Sarah!
ReplyDeleteSuch a well-structured blog post and draws the attention of the reader quite easily. Your simple reference to the certain theorists and their ideas helps us get an understanding of the idea of prosumption. If you hadn’t had included the example about your Nike shoes and the way in which you are a prosumer, I wouldn’t have a clear understanding of the term. Good work on integrating social networks into the post as there is a 95% chance that each reader is linked to some sort of social network therefore gives them something to think about. Most of your examples relate to virtual trends and opportunities for one to be a prosumer, it would have been good if you included an example which didn’t relate to technology, for example how we consume our own identity. Great work!
ReplyDeleteHi Sarah
ReplyDeleteI was very intrigued by this blog as it was easy to read, well structured and followed the concept and definitions of presumption very well. I too realised that I was a Prosumer after I read Ritzer and Jurgenson’s article on Consumer Culture, and the example you used about the Nike shoes was a very clever use that supported your argument. You used references well throughout the post, however more links and pictures could have made the post more effective.
Overall I enjoyed your post, Great Job!
Hey Sarah,
ReplyDeleteI love the continuity of your blog. You have a really great theme and an excellent structure for your blogs. Your use of a reference at the beginning gives readers an understanding and then the way you write in the next paragraph relating it is amazing. Your point about the lazy, immature teenager being associated with capitalism was very interesting. I loved your personal reference and picture to aid it as well.
Thanks for the read
Nathan