With the integration of new media channels into society, the archaic system governing the relationship between producer and consumer has consequently undergone major changes. The term ‘produsage’ was first introduced by Axel Bruns and determines the new manner in which content is created and spread. Mediums such as Facebook, Wikipedia and (of course) WordPress allow engaging people to be users as well as producers of information and knowledge. Alex’s website, Produsage.org, defines produsage as ‘the collaborative and continuous building and extending of existing content in pursuit of further improvement” and outlines 4 key elements of the theory.
1. Open Participation, Communal Evaluation
Produsage functions on the assumption that the greater the number of people engaging and contributing ideas and thoughts on a topic, the greater the quality and strength of that topic will be. Whether the input is minor or major, each person participates in the development of content. As produsage derives content from a vast range of ideas, values, opionions, skills and knowledge, it is a principle of inclusivity rather than exclusivity. The relevance and credebility of the shared information is then evaluated by other participants and either further developed and extended or (if it is considered irrelevant) left unused or explored.
2.Fluid Heterarchy, Ad Hoc Meritocracy
Alex Bruns refers to Michel Bauwens principle of equipotentiality in which despite the skills and abilites of participants in produsage being unequal, each person has equal right to contribute. This allows for clear leaders to emerge based on the quality and credibility of their contributions to the content, forming a miritocracy rather than a traditional hierarchy. However, this also means that if the quality of this content declines, so too can the standing of the contributer. This structure means that produsage communities are governed by an ‘Ad-hocracy’ where leaders are present but their power is moderated.
3.Unfinished Artefacts, Continuing Process
As produsage relies on the continuous imput of ideas, knowledge and skills from various participants, it is therefore neccessary for the process to remain unfinished, infinitely. It is not the goal for topics to be answered and then closed, but instead for individuals to continously contribute in an attempt to strengthen, improve and refine shared content. Alex determines that in this case it is appropriate to define produsage outcomes as ’artifacts’ rather than products as they will infinitely remain unfinished and improvable.
4.Common Property, Individual Rewards
Produsage participants are generally motivated by the ability to contribute to communal content and share ideas, values, knowledge and skills. This relies on the assurance that the commons is protected from abuse or exploitation and remains accessible to the public. Any person attempting to profit from the shared content, other than what is legitimatley accepted by the community, should be avoided. Basic rules known from produsage communities state that content must remain accessible to the public, modifications must be similarily available and the contributers of the content must be acknowledged and rewarded for their work.
These four key elements of produsage apply to all the possible environments of a produsage community, despite it’s objectives, and give a thorough outline of the theory.
