is a relatively recent coinage as a word, but is not, perhaps, a recent practice.
Lee (2001) identifies and discusses several disruptive attributes of the Internet and e-commerce, such as open platform, prosumption
(7) (Tapscott, 1996), digital assets (8) (Rayport and Sviokla, 1995), virtual capacity (9) (Afuah and Tucci, 2003), information sharing and exchange (10) (Evans and Wurster, 1997), cost transparency (11) (Sinha, 2000), industry scope (12), network connectivity and real-time interactivity, and the speed and frequency of technological and organizational changes.
The word coined for this kind of patient involvement has been called prosumption
, he explains, is "where the customer doesn't simply select a product, the customer designs a product.
Theme 9: Prosumption
- In the new economy, the gap between consumers and producers blurs.
From a corporate perspective, such prosumption
and sharing is the fons et origio of the flowing floods of data on preference, habits, opinions, and commitments of digital technology users that can be used for advertising or, perhaps more properly, the construction of consuming subjects (Turow, 2011).
G Ritzer & N Jurgenson (2010): "Production, Consumption, Prosumption
The nature of capitalism in the age of the digital 'prosumer'".
Overall, the text provides an elegant foray into the potentialities of informed and active prosumption
as a form of digital citizenship.
, Transmediation, and Resistance: Terrorism and Man-hunting in Southeast Asia.
The Intersecting Roles of Consumer and Producer: A Critical Perspective on Co-production, Co-creation and Prosumption
Based on these four aspects, they proposed seven areas of study: (a) the content industry; (b) the infrastructure industry; (c) interaction between the media and nonmedia economies; (d) interaction between the financial sector and the media economy; (e) alternative media; (f) media reception; and (g) media prosumption
(that is, consumption of content occurs simultaneously with the production of such content, such as the case of Facebook).
Typically of contemporary branding, it relies heavily on forms of prosumption
and immaterial labor--such as consumers working through voting, uploading videos to YouTube--as well as on forms of "activist" outreach work through the Dove Self-Esteem Fund, which addresses eating disorders and other body issues among girls and young women (by, for instance, encouraging teens to use online Dove workbooks to create their own "healthy self-esteem").