by nathan jurgenson

Zygmunt_Bauman_by_KubikDuring this “great recession” capitalism might become lighter and more liquid while older and more solidified traditions wash away in the flux of unstable markets (potentially an economic “reboot,” similar to Schumpeter’s notion of capitalism as “creative destruction”). Zygmunt Bauman’s “liquidity” thesis about our late-modern world becoming more fluid seems relevant in light of the “transumer” and “virtual commodities”, both having received recent attention.

The transumer (video) is, in part, one who encounters “stuff” temporarily as opposed to accumulating it permanently. Zipcar, Netflix and others mentioned articulate that for many, especially the young and/or wealthy, the physical amassing of “stuff” is unwanted and instead have begun to rent items people once accumulated. “Stuff”, for many, is decreasingly allowed to solidify on our shelves and in our attics, instead flowing in a more liquid and nimble sense through consumers’ lives.

Another article discusses the rise of “virtual goods” -digital commodities such as gifts on Facebook or weapons on World of Warcraft. Again, the trend is towards “lighter” exchange as opposed to the solid and heavier exchange of physical goods. Microsoft was Bauman’s example of “light capitalism”, producing light products such as software, which is, opposed to heavier items such as automobiles, more changeable and disposable. The proliferation of virtual goods also exemplifies this trend.

facebookGoing further, one might wonder if we are seeing a further lightening towards a “weightless capitalism”. Facebook is valued at $10billion because it merely created a template that is editable by its users. While not completely weightless (because Facebook still needs to maintain servers that host the site and the offices of its programmers), the site approaches a sort of weightless capitalism because it outsources the heavy labor to its users. The site is liquid in that it is not solid and fixed, but rather open to, indeed, dependent on, user input. Because consumers of Facebook (i.e., us) are also producing content and value for the site, we are “prosumers” (producers of that which we consume). Is it the case that “weightless capitalism” is “prosumer capitalism”, and Facebook the paradigmatic case? ~nathan

square-eye32 Virtual Goods May Be a Blip

square-eye32 £1.99 - small The Intersecting Roles of Consumer and Producer: A Critical Perspective on Co-production, Co-creation and Prosumption

By nathan jurgenson

In light of the current “great recession” one might argue that capitalism needs to become lighter and more liquid while old solidified traditions wash away in the flux of unstable markets (potentially a “reboot” of the economy, ala Schumpeter’s notion of capitalism as “creative destruction”). Zygmund Bauman’s “liquidity” thesis about our late-modern world becoming more fluid seems relevant in light of two recent New York Times articles highlighting the “transumer” and “virtual commodities”.

The transumer is one who encounters “stuff” temporarily as opposed to accumulating it permanently. ZipCar, Netflix and others mentioned in the article articulate that for many, especially younger folks, the physical amassing of “stuff” is unwanted and instead have begun to rent items people one once accumulated. “Stuff”, for many, is decreasingly allowed to solidify on our shelves or in our attics, but is instead flowing in a more liquid and nimble sense through consumers’ lives.

Another article discusses the rise of virtual goods, that is, digital commodities such as… Again, the trend is towards “lighter” exchange as opposed to the solid and heavier exchange of physical goods. Microsoft was Bauman’s example of “light capitalism”, producing light products (software, as opposed to automobiles, is more changeable and disposable), and the proliferation of virtual goods also exemplifies this trend.

Going further, one might wonder if we are seeing a further lightening, towards a “weightless capitalism”. Facebook is valued in the billions of dollars because it merely created a template that is editable by its users. While not completely weightless (because Facebook still needs to maintain servers that host the site and the offices of its programmers), the site approaches a sort of weightless capitalism because it outsources the heavy labor to its users. The site is liquid in that it is not solid and fixed, but rather open to, indeed, dependent on, user input. Because consumers of Facebook (i.e., us) are also producing content and value for the site, we are “prosumers” (producers of that which we consume). Therefore it might be the case that “weightless capitalism” is “prosumer capitalism”, and Facebook the paradigmatic case. ~nathan

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