The Prosumer in Web 2.0
Wednesday, October 14, 2009 by Simon212
The idea of prosumers, produsers and professional consumers are all exciting new concepts that show how the everyday person can interact and use their creativity in entirely new ways with relation to new media. It must be considered however, as van Dijck discusses, that just because these technologies exist, does not mean everyone has access or the ability to participate (another loaded term). Obviously considering Web 2.0’s relatively recent inception, although it is marketed as exceptionally easy to use, it will take some time before the majority of internet users are accomplished in directing themselves around Web 2.0.
During this weeks lecture, Anna brought up the notion of Internet users (or more specifically Web 2.0 users) as liberated and empowered, freed from traditional media distribution and advertising. This idea was presented as threatening to corporate entities. Van Dijck however, in this weeks reading brought up the argument of an emerging rule of thumb that suggests for every group of 100 people online, one will create content, 10 will ‘interact’ with it (commenting or offering improvements) and the other 89 will simply view it (44). Considering this, the number of those users that may be characterised as empowered is significantly less than those who navigate this environment. It is also important to understand that all of those 100 are still potential consumers, and can therefore be targeted with conventional forms of advertising, as well as the more niche market focused ploys that may only be understood or attractive to the minority of users.
It’s possible that the 100-person model is becoming outdated, or perhaps the number of Internet users is simply expanding at an incredible rate. I say this due to the fact that the employment of new media by amateur producers has risen to such an extent that the line between amateurs and professionals is becoming increasingly blurred. User Generated content is also increasing with the ease of interaction Web 2.0 provides. This increase has resulted in ever improving quality and creativity and subsequently becomes commercially viable. It will be interesting to see where this medium goes, and how significant the active prosumer will become.
During this weeks lecture, Anna brought up the notion of Internet users (or more specifically Web 2.0 users) as liberated and empowered, freed from traditional media distribution and advertising. This idea was presented as threatening to corporate entities. Van Dijck however, in this weeks reading brought up the argument of an emerging rule of thumb that suggests for every group of 100 people online, one will create content, 10 will ‘interact’ with it (commenting or offering improvements) and the other 89 will simply view it (44). Considering this, the number of those users that may be characterised as empowered is significantly less than those who navigate this environment. It is also important to understand that all of those 100 are still potential consumers, and can therefore be targeted with conventional forms of advertising, as well as the more niche market focused ploys that may only be understood or attractive to the minority of users.
It’s possible that the 100-person model is becoming outdated, or perhaps the number of Internet users is simply expanding at an incredible rate. I say this due to the fact that the employment of new media by amateur producers has risen to such an extent that the line between amateurs and professionals is becoming increasingly blurred. User Generated content is also increasing with the ease of interaction Web 2.0 provides. This increase has resulted in ever improving quality and creativity and subsequently becomes commercially viable. It will be interesting to see where this medium goes, and how significant the active prosumer will become.