Produsage is a term coined by Axel Bruns and is a compound of the words ‘production’ and ‘usage’. According to Bruns it is “the collaborative and continuous building and extending of existing content in pursuit of further improvement.” and this concept is described as user-led content creation via the users’ ability to build, collaborate and change content information in a variety of online environments. The role of the audience shifts from passive consumption to active production.
Bruns argues that produsage has four defining characteristics;
- Open participation,
- Fluid heterarchy and holoprism,
- Palimpsestic artifacts and granularity and,
- common property and individual rewards
Bruns used the online resource website, Wikipedia as his example if media meeting the four features of a produsage model. However does Skype hold up to qualification in terms of produsage?
Skype holds the title as one of the most popular media platforms to contact with loved ones through voice or video chat near and far. The application around the multitude of media devices such as phones, tablets and desktop can be updated for callers to use Skype with their latest technology with the ‘Check For Updates’ option. Those who are appreciative and loyal to Skype reassures users for reliable methods of chatting to their friends and family. Users can show their critique of program performance by submitting reviews through Skype as they occasionally ask for feedback on the call quality and they can also discuss issues and ask question through the Skype Community forum. This participation also leads to a sense of community between the registered users of Skype as they offer a customer’s perception and idea of satisfaction thus improving the product, creating success and customer loyalty. Therefore Skype creates community and is constantly improving itself.
Skype, however, is a closed media platform and the content cannot be customised or changed to the liking of a user. By keeping the program simple and easy to use, Skype provides assurance, ease, and efficiency to the users and by acting on copyright laws, this technology reduces the ability of hacking-further reminding the reliability of Skype.
Bruns, A, 2007, Produsage: Towards a Broader Framework for User-led Content Creation in Proceedings Creativity and Cognition 6, Washington, DC.
Bruns, A 2007, ‘Produsage: Towards a Broader Framework for User-Led Content Creation ‘, Proceedings Creativity & Cognition, vol. 6, p./pp. 1-3
Jenkins, H 2008, From Production to Produsage: Interview with Axel Bruns (Part One), Confessions of an Aca-Fan, Blogpost, 9th May, viewed 15th April <http://henryjenkins.org/2008/05/interview_with_axel_bruns.html>
O’Malley, R 2011, A summary of “The key characteristics of Produsage”…,HCI Crossovers, blogpost, 9th March, 14th April, <http://hcicrossroads.blogspot.com.au/2011/03/summary-of-key-characteristics-of.html>.