Teddi’s Blog

The notion of produsage is a recent development in much work done by QUT academic Axel Bruns, both within his online writings and his book, of varying concepts involving the evolution of the web from Web 1.0 to Web 2.0 concepts and how we are receiving information. The nature of produsage has been extensively covered by Axel but has yet to be engaged fully by other academics. While the definition of produsage amply covers the recent trends in the online environment whether or not it is a widely accepted notion remains to be seen. Many bloggers and academics alike still refer to this behaviour as collective collaboration. However many aspects of the behavioral patterns explored are vital for the way in which businesses continue to function.

Produsage is currently defined as the notion of collaborative creation and extension of information and knowledge in which the roles of consumer and end users have long disappeared and the distinctions between producers and users of this content have faded into comparative insignificance (Bruns 2008). Broom (p21, 2009) suggests “public relations is the management function that establishes and maintains mutually beneficial relationships between organisations and the public on whom it success or failure depends”. As it is all about relationships it intertwines with the concept of Web 2.0 alternatively referred to as social networking media (Flew 2008).

Public relations is about creating a message for the masses, accordingly it is necessary to properly understand how the target publics interact and receive information in this new form. With produsage and the interactivity available within the web 2.0 framework it has opened up the possibilities for crowdsourcing (Bruns 2008). Griswold (as cited in Hutton, 1999) who suggests that “PR is the management function which evaluates public attitudes, identifies the policies and procedures of an organisation with the public interest, and executes a program of action to earn public understanding and acceptance”. This new concept is turning the notion of business on its head. It opens the formation and execution of problem management to a wider field and maybe possibly be changing the way companies deal with public relations.

As seen below Daren Brabham identifies the crowdsourcing process:


While this would be an ideal way to effectively dealing with many problems companies face in the game of public relations it could also in turn result in more problems. A key element identified in the produsage model is that all content is shared and not owned. Although this can be seen as a positive by opening the participation to publics directly involved it can run the risk of creating backlash from the participants if solutions are utilized in a way that they had not intended upon openly suggesting them in this model. As well as creating a nature of bias in the way companies are dealing with a situation as there will be little objectivity in responses received in this manner.

While the nature of produsage is changing the communication process it currently lacks enough structure to be effectively incorporated into the problem resolution in many business scenarios. However it is a notion that will be forever changing an adapting to suit the new movements in web 2.0 technology thus must be monitored for future implementation.