Sinead Thesis

Production, Consumption, Prosumption – The Nature of Capitalism in the age of the Digital “Prosumer”

Posted on: January 15, 2011

Article here

I read through this article and took out the most relevant to me:

  • Prosumer – The Consumer becomes the producer (Marshall McLuhan & Barrington Nevitt – Take Today P4)
  • Alvin Toffler coined the term Prosumer – (the third Wave)
  • 2007 both consumption and production declined as a result of the global ‘great recession’ The recession did not cause the rise in prosumption
  • “Wikinomic” model where business put consumers to work – idea of relying on consumers to produce (Tapscott and Williams 2006)
  • Prosumption was not invented on web 2.0 it is the facilitator. Web 2.0 is the newer form of prosumption
  • Traditional prosumer: after the 1950’s fast food chain customers clean up after themselves
  • Capitalism – exchange money for goods and services. Online – No exchange of money between users and owners of websites
  • Prosumers enjoy and love what they are doing and are willing to donate long hours to it for pay
  • Production oriented capitalism – create product with the hope it would generate a successful brand.
  • now its reversed Brand comes first, the profitable product will follow once the brand is institutionalised
  • Prosumer Capitalism is based on a system where content is abundant and created by those not on the payroll.

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Connecting to %s

Rayan Parikh – 2009

"The approach of using music to connect with viewers on a deep emotional level rather than a rational or congnitive level in advertising fundamentally redefined it as a brand building tool."

Schmitt 1999

"Creating cognitive problem solving experiences that engage customers creativity"

Sounds like branding

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