prosumption

Something interesting has been happening in Times Square this summer. As has been occurring for a century, the crowds gather with necks perched upward looking at all the famously illuminated billboards. But now there is a new type of buzz in the crowd: they stand together facing the same direction, cameras held high and their hands waving even higher. They are not just watching celebrities or models in this the most expensive ad-space in the world; today, they are watching themselves on the big screen.

This is all part of a new billboard for the company Forever 21 currently in use in Times Square in the heart of New York City. It struck me that this billboard is nothing short of a consumer-capitalism-happening, and started snapping photos and thinking about what this all might mean. more...

Google Maps has a new tool to help the consumers of its popular maps also be producers. Users-generated improvements will be a benifit to many, but probably most to Google itself. While the Google video below paints all of this in light of personal or civic empowerment (“leave your mark”), we should also understand that this move towards us becoming “prosumers” of these maps is also about the company taking advantage of our free labor in hopes of earning greater profits. Does that bother anyone?

This book brings together a selection of key tweets in a compelling, fast-paced narrative, allowing the story of the uprising to be told directly by the people in Cairo’s Tahrir Square.

The prosumer is one who produces what they consume and visa versa. Tweets from Tahrir places traditional consumers of content, the many faces in the crowd, as also content producers. What utility does having these tweets in book form have?  more...

Advertising on social media is more than those segregated paid-for-spaces that display ads paid for by companies (e.g., on the far-right of your Facebook screen). This sort of paid-advertising has been shown to be so highly ineffective that some have predicted it will be the downfall of the social web. However, these predictions do not understand that the fundamental point of the social web (2.0) is that users are prosumers; they are simultaneously both consumers and producers of content. And advertising is no different. Advertisements that we simply consume worked in a consumer medium, like television. However, social media is a prosumer medium, and today we are the ones doing the advertising work of integrating corporate logos and branding into our profiles and news feeds.

Facebook’s ubiquitous “like” button reflects our modern task of self-presentation (and distinction) based on our taste in just about anything and everything, documented and compared to the various “likes” of any other visitor to your profile (and remember: what someone “likes” may not be what they actually like but what they want others to see that they like). In modern consumer culture, this collection of displayed “likes” will include corporate brands that one identifies with. This might mean clicking “like” on the Starbucks or Victoria’s Secret pages, which then becomes a part of your profile. more...