It has become very clear that produsage does not emerge out of thin air—it develops not ‘from scratch’ but indeed from ‘scratching that itch’ felt by an individual participant or group of participants who begin to develop a first, basic, and incomplete solution to their problem (Bruns, 2008). You know the feeling when someone says ‘head lice’ and instantly you have the urge to scratch your head?
The technological advancements of the world today have evidently highly evolved to those a short decade ago. The emergence of the internet has changed the way in which society operates. In this society, contributors on websites or forums are unknown, we do not know whether they are an expert in the subject or issue. We just trust that everyone is. This divide between being an amateur and an expert has tested the produsage model, meaning anyone and everyone can embrace others with their knowledge, but is this information correct?
Any move beyond the professional enclosure of information and knowledge practices is also likely to have profound impact beyond the narrow field of economic practices itself; the rise of produsage also heralds the potential for a new participatory culture, for new structures of social interaction. Participation in produsage environments can help build the capacities for active forms of culture. Wikipedia encourages us to question our representations of knowledge and to engage with alternatives points of view (Bruns, 2008, 398). This means that whoever is engaging in open source knows that their view or information is now shared to the world.
An issue around this topic is copyright and patent law meaning information is collective, not owned. Say for instance you were a fashion intern. You worked with knowledgeable fashion designers, pattern makers and fashion contributors. One day they ask for your opinion about their up-coming collection. You voice your opinion about one of their dresses, telling them they should change certain things, colour, shape etc. When it is shown to the public it has become an icon (such as the Chanel suit). You contributed to that one outfit but you do not get credit or even recognised for it. Welcome to the world of produsage. You might get a thank you but you certainly can not put on your resume “I helped Zac Posen with his icon dress”. Sharing information and helping does not mean you can own it.
So there you have it. If you want to participate in the online world, just remember you will never ever get credit for it. The future is unknown—just wait till Web 3.0 erupts.
Georgia's Blog 
May 26, 2009 at 1:52 am |
Georgia, what an insightful post! I am a strong believer that produsage is a social phenomenon brought about by our inherent social tendencies, or, as you put it, our desire to scratch that itch. You seem to designate this desire to an impulse to solve a problem, and better our ideas? You go on to make this point: produsage directs and fosters the growth of new structures of interaction, and develops a participatory culture. It is a fascinating point that you make that produsage is both a result of our past social dynamic, and also an influence in our developing social dynamic. Personally, I am a loyal subscriber to the first half of that theory. I believe that produsage is a manifestation of social and economic processes of the past, but on a bigger and better scale (do you agree?). However, your blog has helped me to understand that social and economic processes (not matter how old they are) operating in a new format could indeed alter the processes themselves. Bruns, whom you quote, says that produsage has the potential to alter our ‘collective destiny’. In terms of our social and economic processes, I think this could turn out to be a prophetic statement.
Great post, Georgia!