Source: "Curiosity Killed the Consumer_ Blog"
Prosumption, if not already gathered, is a combination of
production and consumption. The prosumption model, coined by Ritzer &
Jurgenson (2010), saw the importance of both production and consumption
as one concept together. It saw how the individual has shifted to becoming more
empowered in their consumption. Rather than blindly consume something that has
been produced, we consume something and produce our own meaning from it and
share it with others. In the words of Davis (2011, p.3), “we are what
we buy, and we buy because of who we are. It requires only a very small stretch
to apply this to the prosumption of identity”.
Additionally, we can interpret this in terms of brands, we buy a
certain brand because it resonates with who we are, for example we buy the
newest Samsung S4, because we like to have the latest things, in turn producing
our identity as a tech savvy individual.
In my case, identity prosumption can
be easily related to my job as fashion retail assistant.
As a fashion retail employee, I must consume the product,
which is purchasing the brands clothing items. Considering that my uniform
involves wearing that specific brand, I make sure to buy various items. As a
result, I consume that specific brand because I identify with working there, by
consuming the clothes I produce my identity as an employee. In turn when I purchase or try on clothes in my store and grow a liking towards,
I then share it with friends and especially customers, thus producing the
clothing experience for others. In some way, this is what we call a brand
ambassador.
Source: The Epoch Times
I am a consumer, but also the producer of advertising and marketing
for my workplace. I do this because it is my job, but I go further because I am
a Prosumer, given that I enjoy what I’m consuming, and willing to produce the
same thing for others.
It is no surprise that with the growing development of the
Internet and social media platforms, our power to share opinions and produce
content has become second nature. It is an age in which we don’t have to blindly
consume from whatever is produced for us, we have the power to interpret,
dissect, and produce different meanings or experiences (Davis & Jurgenson,
2011).
_______
Curiosity Killed The Consumer, Viewed 20th August 2013, <http://curiositykilledtheconsumer.wordpress.com/2012/06/02/do-you-prosume-how-the-do-it-yourself-trend-changes-the-relation-between-producer-and-consumer/>
Davis, J 2011, “Prosuming Identity: The Production and Consumption of Transableism on Transabled.org”, American Behavioral Scientist,
Epoch Times, Viewed 20th August 2013, <http://www.theepochtimes.com/n2/business/the-marketing-corner-does-social-coupon-work-it-depends-45721.html>
Jenny Davis & Nathan Jurgenson, 12th September 2011, "Prosuming Identity Online", Cyborgology, viewed 23rd August 2013, <http://thesocietypages.org/cyborgology/2011/09/12/prosuming-identity-online/>
Ritzer, G Jurgenson, N 2010, "Production, Consumption, Prosumption: The Nature of Capitalism in the Age of the Digital 'Prosumer', Journal of Consumer Culture, vol. 10, no `, pp. 13-36
I've found your blog to be a reader-friendly, easy to follow and your examples makes the whole discussion easier to understand, e.g. Samsung and the identity. Further examples on self provide clearer understanding of the concept of identity prosumption as an employee.
ReplyDeleteTo a degree I can agree that “prosumption accommodates for consumers’ needs for recognition as evidence by your example. Good work in putting it together in such a style that is, user friendly, nice and simple and easy to understand.
Hi Brittany, good work on this blog post! You get straight to the point in the first sentence and have explained the concept of 'prosumers' very clearly, ensuring all sentences are relevant in such a tight word count. I like how you have explained Ritzer's model of 'prosumption' in simple terms and the conversational tone of of your blog posts makes them easy to read and understand. I think analysing the concept of 'prosumers' in relation to your workplace demonstrates your understanding of prosumption as was a really clever way to explore this week's topic. Keep up the good work!
ReplyDeleteHi Brittany,
ReplyDeleteI like the way you began the post with an image that clearly explains to the reading what a prosumer is. I felt you used your sources well and like that you read beyond the unit reading. You provided a good personal example of prosumption where you were able to combine the construction of your identity through fashion and that identity providing free advertising for your employer. What you did that other students haven't is refer to prosuming as an empowering of the consumer which I believe is true, too often the prosumer argument has been thought of as only beneficial to the business.
Hey Brittany,
ReplyDeletegreat work on this blog post. You got straight to the point in the first sentence, by giving a definition of the concept of 'prosumer' culture in terms of Ritzer's model of 'prosumption', and then your explanation and take on that definition, which gave greater insight to your discussion. I really enjoyed the way that you provided a personal experience in terms of your example of combining the construction of your identity through fashion in your workplace, as it requires you to wear and promote a specific brand, and how in turn that identity is the source of 'free advertising' for your employer. Your exemplification was of high relevance to the concept and added to your argument well. Analysing the concept of 'prosumers' in relation to your workplace demonstrates a high understand of prosumption on your part. Great work!
I liked this blog post because it was down to earth while still getting to the point. I think its great that you used your own personal experience from working in retail to the prosumption conversation. As a worker in retail myself, I can certainly relate to that. By using your workplace examples it shows that you have a true grasp on what prosumption is and how forms of globalisation have transformed the way we consume.
ReplyDeleteBrittany,
ReplyDeleteI liked that you took on a different angle when it comes to the 'prosumer' topic. Many seemed to lean towards their consumption of personal identity on social media platforms, and not really look at consumption towards their work-place and how easily it is to become a consumer of workplace image, whilst also being able to produce their own version of identity within the constraints set.
Your ability to give credibility to your arguments through the use of scholarly sources helped strengthen the points you were making, without fully making it a massive spill on the theories. It was a quick and simple addition, without taking away from your own words and you still managed to encompass the theorists points of view regardless.
Your use of image is great, however the use of hyperlinks was looked over. It may have been nice to see a hyperlink to the scholarly reading that you got your information just to read a bit further into the topic. Also, it may have been nice to add a closing sentence to really tie in your last scholarly quote.
Overall, a really good take on the topic of 'prosumer' culture. Well done!