Produsers and Produsage

Over the next few weeks I'll be a participant in a number of events in Brisbane and online. As always, I'll try to do as much live-blogging as possible. Here's a preview of what's coming up:

• This Wednesday and Thursday I'm at the AMIC conference on Convergence, Citizen Journalism, and Social Change, where I'll also present my paper "Citizen Journalism in the 2007 Australian Federal Election (AMIC 2008)". I've already uploaded the Powerpoint slides and full paper for this (a round-up of citizen journalism developments during the 2007 Australian federal election), and I'll try to record the presentation as well.
  

• I'll end up missing the last half-day of the AMIC conference, though - I've also been invited to attend the "Creative Destruction: Lessons for Science and Innovation Policy from the Rise of the Creative Industries" workshop organised by the Centre for Creative Industries and Innovation (CCi) and the Forum for European-Australian Science and Technology Cooperation (FEAST), which takes place on Thursday and Friday, and I'll make it to the Friday round-table discussions at least. The focus of this workshop is on further developing the new field of cultural science (an extension of cultural studies through a strong injection of evolutionary economics, in the context of creative industries research), and I'm currently working my way through the position papers circulated in advance of the workshop (and presented on day one) - heady stuff in an area which is closely linked with my own research into produsage. Given the complexity of the material, hopefully I'll be able to capture the key discussions at least.

• Finally, a couple of weeks later, on 8-12 April, I'll take part in the online "e-Festival of Ideas" organised by Vibewire, and discussing democracy, media, arts, and social change. More information below:

Continuing the streaming media theme from Wednesday: the latest issue of the journal Media International Australia has now been released - "Beyond Broadcasting", edited by Graham Meikle and Sherman Young. I've contributed an article and have received permission from the editors to re-publish it here. In the article, I try to take a fresh look at television in an increasingly Internet-driven media environment.

Traditionally, the Net's equivalents to television (mainly, streaming media) have been viewed through the lens of the older technology; to some extent, streaming media has tried to mimic television's feel and format - this is visible in the user interfaces of media players like Windows and Real, and even (though perhaps with some irony intended) in brand names such as YouTube, Current.tv, or Democracy TV, the original name for the podcast feedreader Miro. I would argue that this is a case of what we could call a paleomorphising process: the tendency to shape new media technologies in keeping with older technologies. (In much the same way, it's taken decades for the mobile phone to look and feel like a mobile media and communications device, rather than simply like a wireless handset.)

Last Friday I went down to Sydney to attend and speak at the ABC Digital Media Forum, an internal conference exploring innovative possibilities for the national broadcaster especially in the user-led online environment. The ABC is doing pretty well in this field already, and from what I saw at the conference, there are plenty more exciting projects in the pipeline - some of these remain firmly under wraps before they're officially launched, though, so I won't mention them here.

My own contribution was to a session exploring the potential of embedding produsage-based models within the ABC framework, and I've already posted my suggestions here and over at Produsage.org; we had a very constructive discussion afterwards which especially also touched on the institutional requirements of the ABC as a taxpayer-funded, public service media organisation with certain obligations to citizens and government, and I think the immediate future for the organisation probably lies in a tiered approach which quarantines its premium, journalistic content to some extent from the potentially more unruly, raw material generated by users, but also explores possible ways in which the two can constructively connect with one another.

This time next Friday, I'll be attending the 2008 ABC Digital Media Forum, an internal strategy conference that aims to develop innovative approaches to engaging with digital media (and importantly, digital media users) for our national broadcaster. I won't be blogging the full conference itself, as much of what will be discussed there will remain confidential for the moment, but I'm sure I'll be able at least to post my overall impressions. For some years now, the ABC has taken a markedly proactive stance towards exploring the potential of participatory new media models; it will be exciting to see what's already in the pipeline for the near future, and what may be possible a little further down the track.

I was invited to the conference by Tony Walker, Manager of the ABC's Digital Radio division (and the driving force behind the ABC Digital Futures blog), and will provide a few thoughts for a session titled "Content Production in the Age of Participation". I've now posted a draft of my remarks over at Produsage.org - any comments, especially from current or potential users of the ABC's services, would be very welcome...

Beyond Public Service Broadcasting: Produsage at the ABC

By Axel Bruns

We're now in the second of today's presentations by Ralph Schroeder from the Oxford Internet Institute, hosted by the Centre for Creative Industries and Innovation (they're certainly getting their money's worth!). This one shifts our focus considerably, to virtual environments.

Perhaps the obvious question here is how people interact in such environments. Ralph suggests that from current environments, it's already possible to forecast what shape future environments will take; he has created a model called the Connected Presence Cube to describe such environments.

This morning I'm spending time in a seminar by Ralph Schroeder from the Oxford Internet Institute, organised by the Centre for Creative Industries and Innovation. There's another seminar this afternoon, but this morning Ralph's talking about e-Research and the development of tools for distributed knowledge production.

He begins by noting the significant interest and investment in e-research - the shared use of digital distributed tools, data, and resources for research; these change the research landscape by globalising knowledge, reconfiguring disciplines, and (perhaps) ultimately advancing science. Knowledge, however, is traditionally understood as being always local, and tends to be siloed in specific disciplines - e-research breaks with such assumptions, and allows scientists to conduct interdisciplinary work which shifts boundaries. Science, at any rate, is drifting gradually towards more team-based research approaches, and the amount of scientific data and information is increasing rapidly.

I'm very pleased to see that a new article of mine has just been published in the energetic Greek online journal Re-Public. Editor Pavlos Hatzopoulos invited me a little while ago to respond to a first wave of articles discussing and critiquing the emergent phenomena of the social Web, and the contributor list already includes a number key thinkers in the field, from Michel Bauwens to Trebor Scholz. In fact, I responded specifically to the opening discussion between Trebor and Paul Hartzog, which revisits the industrial-age question of "Who owns the means of production?" for the new, information-age context.

What was missing from this, from my point of view, was a concern not so much with the means of production, but with the next step in the chain - with the means that connect producers and users, the means that facilitate the interaction, collaboration, and ultimately the produsage that takes place when the producer/consumer dichotomy diminishes. This, I feel, should be the main starting-point for critique now - the question should be "Who controls the means of produsage?" In fact, its claim to exclusive ownership and control of the means of produsage within its gated community is one of the reasons why I am so concerned about the rise of Facebook, as I've noted previously.

Anyway - the article is now available on Re-Public, and reprinted below. A special thrill for me (having studied ancient Greek at school) is that Re-Public also published a (modern) Greek translation of the piece: Ποιος ελέγχει τα μέσα παραγωγής/κατανάλωσης; Cool...

Happy new year, everyone - I'm glad we've made it. In this first post for 2008, I'm delighted to announce the launch of a new Website to accompany my forthcoming book and track further research: Produsage.org will be a central space for anything that relates to the concept of produsage - for now, I've already posted up some introductory definitions and background information about produsage, excerpted from the book, a few articles about the concept, and some more details about Blogs, Wikipedia, Second Life, and Beyond: From Production to Produsage itself. This doesn't mean I'll discontinue this site, of course - but Produsage.org is now the key site for all produsage information, and I'll cross-post material here as appropriate.

As we get closer to the release date for my upcoming book Blogs, Wikipedia, Second Life and Beyond: From Production to Produsage, I'm now starting to deal with the tail end of the production process - finalising the cover image and organising the back cover text. Having featured comments from John Hartley and Geert Lovink on the back cover of my last monograph, I aimed high with this one as well, and I'm very pleased that both MIT's Henry Jenkins, one of the most eminent scholars in the field of user-led participatory culture, and Michel Bauwens, the driving force behind the inspiring Foundation for P2P Alternatives, have agreed to endorse the new book. And what endorsements they are - I'm very flattered, and I hope the book lives up to these plaudits.

Axel Bruns's far-reaching and conceptually powerful book, From Production to Produsage, captures a shift in cultural logic which is profoundly altering how culture gets produced, how knowledge gets circulated, how reputations get made, and how industry, politics, and education operate. This book is essential reading for anyone who wants to know more about Wikipedia, Second Life, eBay, Flickr, Moveon, or YouTube, in short, for anyone who wants to understand the turn towards participatory culture.

-- Henry Jenkins, author of Convergence Culture: Where Old and New Media Collide

It's been a while since I've posted anything about my produsage book project - the last update I gave simply consisted of some quick stats about the continuing writing process when I was still on sabbatical with the Comparative Media Studies group at MIT in Boston. Back then, for those of you keeping count, I was almost a fortnight into writing the book itself (following months of research and preparation), and had written about 150,000 words; after another few days, the complete first draft of the manuscript weighed in at a slightly frightening 190,000 words - at that time, something of a worry for a book that was contracted to be around 130,000 words or 325 pages.

Working with some excellent advice from the tireless Steve Jones (who edits the Digital Formations series which the book will be part of) and the good folks at Peter Lang, I'm happy to report that I managed cut the text by what's roughly the equivalent of an MA thesis, and have squeezed the manuscript down to around 165,000 words or almost exactly 400 pages. This wasn't the easiest or happiest process (I love writing, but hate editing), but I'm extremely pleased with the final outcome, and comments from those few colleagues who have read the full manuscript as it now stands have been incredibly positive (more on this over the next few weeks). I've now updated the information about the book on this Website, and I've also uploaded the introductory chapter of the book to give you an idea what it's all about. We've settled on the title Blogs, Wikipedia, Second Life and Beyond: From Production to Produsage now, and we're looking to use one of Ann's paintings as the cover image.