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Produsage and business : sharing your brand with users

Bruns, Axel (2009) Produsage and business : sharing your brand with users. In next09, 5-6 May 2009, Hamburg, Germany. (Unpublished)

Abstract

Relations between brands and their users continue to be affected by a traditional perspective that sees the producers and consumers of goods and services as inherently different animals. In the emerging information and knowledge economy, and especially in online contexts, this model is no longer sustainable. Instead, spearheaded by the Web 2.0 phenomenon, there is a trend towards the fusing of production and usage as a new, hybrid process of produsage. This presentation presents the key characteristics driving produsage processes, and describes four guiding principles for businesses as they share their brand with users: * Be open. * Seed community processes by providing content and tools. * Support community dynamics and devolve responsibilities. * Don't exploit the community and its work.

Impact and interest:

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ID Code: 27486
Item Type: Conference Item (Keynote)
Keywords: produsage, Web 2.0, user-led content creation, collaboraton, social media
Subjects: Australian and New Zealand Standard Research Classification > LANGUAGES COMMUNICATION AND CULTURE (200000) > COMMUNICATION AND MEDIA STUDIES (200100) > Media Studies (200104)
Australian and New Zealand Standard Research Classification > LANGUAGES COMMUNICATION AND CULTURE (200000) > COMMUNICATION AND MEDIA STUDIES (200100) > Communication Technology and Digital Media Studies (200102)
Divisions: Current > Research Centres > ARC Centre of Excellence for Creative Industries and Innovation
Current > QUT Faculties and Divisions > Creative Industries Faculty
Past > Institutes > Institute for Creative Industries and Innovation
Current > Schools > Journalism, Media & Communication
Copyright Owner: Copyright 2009 the author.
Deposited On: 22 Sep 2009 14:55
Last Modified: 22 Apr 2010 02:58

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