Upload
axel-bruns
View
2.044
Download
1
Tags:
Embed Size (px)
DESCRIPTION
Guest lecture at the Sino-German School of Governance, Frankfurt School of Finance & Management, 25 Mar. 2009. (English version)
Citation preview
c r e a t i v e n d u s t r i e si
creativeindustries.qut.com
‘Anyone Can Edit’:From Users to Produsers
Dr Axel BrunsARC Centre of Excellence for Creative Industries and Innovation
Creative Industries FacultyQueensland University of Technology
[email protected] – http://snurb.info/ – http://produsage.org/
c r e a t i v e n d u s t r i e si
creativeindustries.qut.com
The Produser
‒ No, it’s not a typo…
‒ Produsers are involved in:• user-led content production –
produsage
‒ In a variety of ‘Web 2.0’ environments
(Image: http://flickr.com/photos/stabilo-boss/93136022/)
c r e a t i v e n d u s t r i e si
creativeindustries.qut.com
‒ decline of the traditional value chain:
producer distributor consumer
(producer advised by consumer distributor consumer)
(customer-made ideas producer distributor consumer)
Beyond Production
c r e a t i v e n d u s t r i e si
creativeindustries.qut.com
What’s Happening Here?
‒ Trends towards:• Prosumer (Alvin Toffler)?• Citizen-Consumer (John Hartley)?• Pro-Am Production (Charles Leadbeater & Paul
Miller)?• User-generated products, created by a new
‘Generation C’ (Trendwatching.com)?• Commercial interests ‘Harnessing the Hive’ (J.C.
Herz)?
c r e a t i v e n d u s t r i e si
creativeindustries.qut.com
Beyond Products‒ key assumptions about ‘products’:
• products exist in discrete versions, and producers decide when these are to be released• the distribution of products is controlled (and controllable) by producers and distributors, not
by consumers• consumers are relatively isolated – only producers have access to the whole community• the core business lies in the sale of copyrighted products
‒ but in the digital world:• the latest update is always immediately available – e.g. open source, Wikipedia
• content is available for direct access online – users become producers, and the Net replaces the distributor
• consumers join together in enthusiast groups, interest groups, developer groups• the core business lies in providing value-added services around freely available content
c r e a t i v e n d u s t r i e si
creativeindustries.qut.com
A New Value Chain?
(as producer)
produser
(as consumer)
content content
c r e a t i v e n d u s t r i e si
creativeindustries.qut.com
Common Characteristics
‒ shared across these environments:• Open Participation, Communal Evaluation – the community as a whole, if
sufficiently large and varied, can contribute more than a closed team of producers, however qualified
• Fluid Heterarchy, Ad Hoc Meritocracy – produsers participate as is appropriate to their personal skills, interests, and knowledges; this changes as the produsage project proceeds
• Unfinished Artefacts, Continuing Process – content artefacts in produsage projects are continually under development, and therefore always unfinished; their development follows evolutionary, iterative, palimpsestic paths
• Common Property, Individual Merit - contributors permit (non-commercial) community use of their intellectual property, and are rewarded by the status capital
c r e a t i v e n d u s t r i e si
creativeindustries.qut.com
Produsage
‒ emerging in various domains:• open source software development• online publishing
∘ blogs∘ open news – e.g. Slashdot, Indymedia, OhmyNews
• knowledge management∘ wikis – e.g. Wikipedia∘ social bookmarking – e.g. del.icio.us, digg∘ geotagging – e.g. Google Earth, Frappr
• multi-user gaming∘ e.g. The Sims, Everquest, Second Life, Spore
• media sharing and creative practice∘ e.g. Flickr, ccMixter, YouTube, Jumpcut, Current.tv
• reviews and viral marketing∘ e.g. Epinions, IgoUgo
• automatic aggregation∘ Google, Amazon, Technorati
c r e a t i v e n d u s t r i e si
creativeindustries.qut.com
Produsage
‒ beyond production:• ‘anyone can edit’ – users become producers of content• outcomes are no longer distinct products – they are temporary
artefacts of a continuing process• usage and production are increasingly, inextricably intertwined• strict distinctions between producers, distributors, and
consumers no longer apply• a new “Generation C” of content produsers?
this is produsage(dt. Produtzung)
c r e a t i v e n d u s t r i e si
creativeindustries.qut.com
content development space
set up by community or company to
harbour produsage
(e.g. Wikimedia Foundation; Google;
SourceForge)
commercial / non-profit harvesting of user-generated content
(e.g. The Sims, Wikipedia on CD-ROM)
commercial / non-profit services to support produsage
(e.g. Red Hat, SourceForge)
commercial activities by users themselves, harnessing the hive
(e.g. support services, consultancies, content sales)
initial IP contributions from
individuals, the public domain, or
commercial sources
collaborative, iterative, evolutionary, palimpsestic user-led content development
valuable, often commercial-grade content is created
Produsage Environment(populated by produsers)
Breaking the Chains
c r e a t i v e n d u s t r i e si
creativeindustries.qut.com
Collective Intelligence
‒ Implications of produsage:• emergent community structures?• creative potential – grassroots, vernacular creativity?• (e-)democratic potential?• new applications for collective intelligence?
• sustainability of voluntary labour?• commercial approaches
∘ JC Herz: ‘harnessing the hive’ ∘ how far removed from exploitation (i.e. hijacking the hive)?
• intellectual property issues?• trust, authority, responsibility, liability?
c r e a t i v e n d u s t r i e si
creativeindustries.qut.com(http://www.research.ibm.com/visual/projects/history_flow/capitalism1.htm)
c r e a t i v e n d u s t r i e si
creativeindustries.qut.com
Produser Economics
‒ Economic potential:• ambiguous response by affected industries:
∘ opposition: e.g. software industry, journalism industry∘ interest: e.g. tourism, computer games,advertising, product design
• cheap workforce for commercial producers• but also post-Fordist Pro-Am production/produsage models• Important inputs to process and product innovation
• increasing focus on creativity and innovation in international business development∘ e.g. move from ‘made in China’ to ‘created in China’
c r e a t i v e n d u s t r i e si
creativeindustries.qut.com
(http://freebeer.org/blog/archives/134)
c r e a t i v e n d u s t r i e si
creativeindustries.qut.com
Intellectual Property
‒ Ambiguous relation of produsage to IP:• innovative use of new IP licences (e.g. Creative Commons)• complex IP relationships in massively multi-produser environments (e.g.
Wikipedia)• participants not necessarily aware of legal rights and obligations
• conflicted response from established industries ∘ both “Rip. Mix. Burn.” and p2p persecution∘ both take down notices and YouTube advertising
• potential stifling of produser innovation by heavy-handed IP legislation∘ potential economic impact∘ China’s growth helped by lax IP enforcement
c r e a t i v e n d u s t r i e si
creativeindustries.qut.com(http://jpgmag.com/issues/19/full)
c r e a t i v e n d u s t r i e si
creativeindustries.qut.com
Political Implications‒ Towards a post-industrial politics?
• growing effect of produser news on political process ∘ towards more dialogue and deliberation,∘ or more argument and conflict?
• rear-guard battles by governments and news organisations against citizen journalists – but not only in authoritarian regimes
• conflict between alternative and mainstream media coverage∘ e.g. Howard Dean 2004, Australian federal election 2007, Obama and McCain 2008
• digital divide opening between traditional audiences and new produser-citizens?
Is it possible to harness produsage to support a move of citizens from being a passive audience for to being active produsers of democracy?
c r e a t i v e n d u s t r i e si
creativeindustries.qut.com
Viral Marketing
Axel Bruns
Senior Lecturer
ARC Centre of Excellence for Creative Industries and Innovation
Creative Industries Faculty
Queensland University of Technology
Brisbane, Australia
http://snurb.info/
http://produsage.org/
http://gatewatching.org/
Blogs, Wikipedia, Second Life, and Beyond:From Production to Produsage (Peter Lang, 2008)
Uses of Blogs, eds. Axel Bruns and Joanne Jacobs (Peter Lang, 2006)
Gatewatching: Collaborative Online News Production (Peter Lang, 2005)