Produsage is a portmanteau of the words production and usage, coined by German-Australian media scholar Axel Bruns and popularized in his book Blogs, Wikipedia, Second Life and Beyond: From Production to Produsage. Produsage is the type of user-led content creation that takes place in a variety of online environments, open source software, and the blogosphere. The concept blurs the boundaries between passive consumption and active production. The distinction between producers and consumers or users of content has faded, as users play the role of producers whether they are aware of this role or not. The hybrid term produser refers to an individual who is engaged in the activity of produsage. This concept is similar and related to commons-based peer production, a term coined by Yochai Benkler.
Characteristics According to Bruns, produsage has four defining features: 1) Open participation and communal evaluation; 2) Fluid heterarchy through ad hoc meritocracies; 3) Palimpsestic unfinished artifacts in a continuing process; and 4) Common property and individual rewards. An example of this discussion feature is the Wikipedia Talk page, which facilitates an open discussion between users in evaluating the quality of work created by previous users.
Open participation A key characteristic of produsage is a collaboration between produsers to create content rather than working as individuals. The creation of content is frequently done by a number of different users rather than one single author. The produsage model provides tools that are designed and adapted to encourage open discussion. An example of this discussion feature is the Wikipedia Talk page, which facilitates an open discussion between users in evaluating the quality of work created by previous users. Participation in a produsage model is also voluntary. Unlike a hierarchical community, there is no predetermined division of labor, but rather self-selected and voluntary tasks. The community considers the usefulness and relevancy of the contributions—ideas, comments, and edits—made by participants. The contributions that tend to be further evaluated and developed are the relevant and usable ones, while the irrelevant and unusable ones tend to be ignored. Even though the substantiality of useful contributions may vary drastically, they all positively contribute to the overall quality of the project. The participants who consistently make worthy contributions will be viewed as leaders amongst their peers. Bruns also states that there is usually unrestricted access to most produsage models. An unlimited number of participants, allows more people to assess, critique, and analyze the existing contributions, increasing the quality of the outcome. In this sense, inclusivity is highly encouraged while exclusivity is highly discouraged. Bruns also brings forth the point that it is beneficial for the community to interact with other organizations, as it broadens the range of knowledge in which they can use to formulate a more impactful message. Therefore, the overall organizational structure of a produsage model is based on collaboration, participation, and inclusivity.
Fluid heterarchy, ad hoc meritocracy Large numbers of participants, who comply with the features of produsage, are a part of successful produsage sites. Produsage models need to be available to participants of all skill levels and abilities. Axel Bruns notes that while there may be disproportionate levels of contributions, produsers have to feel unrestricted and granted equal access to make contributions. A balance of structure and openness is required in produsage communities. Oversight by small groups can create unwanted control and absolute freedom disrupts cohesion. In order to achieve this balance, produsage communities elect leaders based on the quality of contributions made. In the case for some newer sites, however, moderators of communities may arise at random or the earliest member. The leadership structure in produsage communities are, as Bruns puts it, in "constant flux." Power recedes if leaders become idle. As such, leaders are not only encouraged to make relevant contributions to the community, but are also expected to do so with consistency. The fluctuation and redistribution of leadership creates a flexible, fluid network of produsers. Axel Bruns states that the fluidity of structure allows for individuals or tiny groups to emerge as decision makers, rather than having the whole community's approval at every stage. Standard models of structures consist of a top down model where leaders overlook, and have the final say in content creation. Produsage sites, instead, opt for an all-access model where participants are granted transparency. Leadership in this model removes command and control over participants; allowing produsers to make contributions as they see fit. Communities within produsage sites form through common interest of individuals, resulting in leadership rising from within these groups. The constant granting of leadership produces a community driven site where the community decides the direction the site is heading.
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