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Beyond prosumer capitalism: Retaining the original understanding of…
Beyond prosumer capitalism: Retaining the original understanding of prosumption
prosumption
simultaneously production and consumption
the fading of the classical producer–consumer division
increasing importance is especially noticeable in the social sciences
‘co-creation’ those activities in which consumers act as co-creators of value in cooperation with firms (Prahalad and Ramaswamy, 2004). Others employed the notion of ‘working consumer’ (Cova and Dalli, 2009) to analyse consumers who are active in the value creation process through immaterial labour and primary social relationships
Alvin Toffler
originally developed by Toffler in 1980, significantly employed by Kotler to urge business scholars to consider prosumers as a new market segment in 1986
‘the principle of production for self-use, either by individuals or by organized groups’
maintains a distinction between production and consumption and holds that individuals are prosumers only while doing certain activities
prosumption differs from production and consumption because of its goal and the way in which this goal is achieved. The goal is the self-use, which is achieved by taking part in the production of what fulfils one’s needs, thereby replacing the traditional producer
consider the economy to be the field in which the prosumer has and will have the greatest impact. Their analysis includes the production of both goods and services.
George Ritzer
applicability to all human activities and the proposal of the notion of prosumer capitalism as part of a new grand narrative in social sciences
reduce the analytical power of the concept
defines prosumption as a process that ‘subsumes production and consumption’ and characterizes every human activity
maintains that there is neither pure production nor pure consumption, simply prosumption
production always involves consumption – as consuming always involves producing in some way – and individuals are always prosumers
sustains that individuals are co-opted by the structure in which they find themselves (the market) rather than being able to foster its end
Technological developments and emerging socio-technical arrangements allow individuals to engage increasingly in activities in which they are participants in the production of those goods and services that they consume. The consequent transformation of the consumers’ role and agency (Von Hippel, 2005) questioned the traditional production–consumption dichotomy and altered the way in which academics look at individuals as consumers