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Frankfurt.


The next keynote at Prosumer Revisited is by trend researcher and journalist Holm Friebe. He begins by referencing de Certeau, and describes prosuming in the first place as the creative repurposing of existing products; from this, though, we've also moved on to the creation of new artefacts by users. There is a semantic shift in the description of prosumption, then - a shift further towards various forms of DIY production.

What's happening now is that this form of DIY production is becoming a brand in its own right - and this 'DIY brand' may be the most important brand of the 21st century. This is visible for example in 'crafting', the latest iteration of the arts and crafts movement - in effect an extension of online DIY and produsage (and importantly also of its its collaborative, community-based aspects) into the offline world. In the long tail of interests, some of this is becoming an industry in its own right as well, of course - the arts and crafts marketplace Etsy is a clear example for this, and it's even begun to operate its own (offline) training courses.

Frankfurt.


The next speakers here at Prosumer Revisited are Matthias Bode and Per Østergaard, whose interest is in consumption studies. How do consumers relate to culture, products and brands, companies, and each other - and where does the idea of the prosumer fit in here? They begin by noting the idea of integrating consumers into the production sphere in order to make production more democratic as well as to make production more profitable.

How can different conceptual approaches to the consumer be mapped? One approach is to map them across the micro-macro continuum. On the macro level, the term is used to refer to a kind of social revolution in late capitalism, but also to the potential for exploiting consumers by involving them in production processes; on the micro level, it is used more anecdotally to refer to examples and symptoms of such changes, but without enough broader conceptual support. From a marketing perspective, at the micro level there is interest in developing new revenue models and changing relationships between companies and customers, while at the macro level there is a focus on the co-creation of meaning.

Frankfurt.


I'm following on directly from this first keynote at Prosumer Revisited. I don't think the audio recording worked, but here's the presentation at least. It went pretty well, I think, though I still find it hard to present this work in German...

Technorati : Produtzung, Prosumer Revisited, collaboration, produsage, prosumer, user-led

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Frankfurt.


The Prosumer Revisited conference begins with a keynote by Frank Piller, who presents the perspective from management research. He begins by describing the story of the ice cream king of upper Manhattan - a small old-fashioned store which sells only a small range of flavours and does not mix them. This is the old market model - where the quality of products means that producers have no need to respond to the needs and interests of consumers. But we've moved away from this, as Chris Anderson's 'long tail' model shows - while such old-fashioned marketing models focussed on extracting profits from the short head of the long tail distribution, stores like Amazon have emerged to cater to the long tail, offering a vast variety of products but selling only a relatively small quantity of each title. What Amazon has managed is to build a sustainable business model from this.

Frankfurt.


I've arrived at the Prosumer Revisited conference in Frankfurt, where we've gathered in the very stylish main hall of the Johann-Wolfgang-von-Goethe-Universität. We begin with a welcome by conference chair Birgit Blättel-Mink, and a representative from conference sponsor eBay, who notes the site's own contribution to prosumption culture (and describes what eBay generated more specifically as an 'auction culture', from which the site is slowly moving on, however - a culture of buying and reselling goods relatively rapidly, of a transient ownership which I've also touched on in the final chapter of my produsage book).

Athens.


And so we're at the end of WebSci '09. Overall, a pretty good range of papers and posters, and I'll be interested to see where it goes from here (also quite literally, as they're calling for proposals for where the next conference should be held). We're being farewelled by Dimitris Efraimoglou, the Managing Director of the Foundation of the Hellenic World, who uses the opportunity to present the (impressive) work of the Foundation.

So that's it from here - I have a few days in Athens which I'll hopefully be able to use to cure my cold, and then it's on to the Prosumer Revisited conference in Frankfurt!

Athens.


From here we move on to Panayotis Pantos as the final WebSci '09 speaker on online politics. He begins by posing the fundamental question 'what is politics'? Do we understand by the term only elections and campaign, political parties, unions and other political organisations, and lobby groups, or is politics the process by which groups make collective decisions?

Online communication addresses the tensions between private and collective, participation and mediation, and physical distance and the increase of communication - we are no longer merely receivers, but also producers of information; our existence online abolishes some long-held understandings of how the communicatory and political process is supposed to work (but of course it does not eradicate all differences or enables all of us to participate in the same way).

Athens.


The next speaker in this politics session at WebSci '09, A. Priftis, switches back to Greek. He begins by noting his own online presence in a variety of online environments, but says that what he does is nothing special. The Obama campaign, by contrast, very actively placed itself directly in the paths of people as they moved about online, and prepared its supporters with material that could be used to argue the Obama case in any such environments. This was very successful on a number of levels - for example in engendering the support of American youths (some of whom even changed their middle name to 'Obama').

Athens.

The politics session at WebSci '09 continues with Elias Athanasiadis. Following Dan Gillmor, he notes the promise of new media for (political communication), and describes this as a transition from a top-down broadcasting model which has engendered politica apathy, mistrust, and citizen disengagement - or what he describes as 'skin-deep politics' - to a bottom-up netcasting in which interactivity, interconnectedness, the compression of time and space, and the disintermediation through phenomena such as citizen journalism creates the potential for citizen empowerment and (re)engagement.