Num texto que publica no número mais recente da revista Fibreculture, Axel Bruns diz-nos que as alterações produzidas pelo envolvimento das ‘pessoas antigamente conhecidas como a audiência‘ (Jay Rosen) no desenvolvimento de conteúdos altera substancialmente relacionamentos e cadeias de valor.
Diz-nos ainda que é cada vez menos correcto falar de conceitos como ‘produção’ ou ‘conteúdos’ numa lógica industrial. Adianta, assim, que estamos a caminho de uma era de ‘produsage‘ (produso?) – distinta por emanar de comunidades, onde os papéis são fluidos, a propriedade é comum (mesmo que o mérito seja individual) e os artefactos nunca estão acabados – com efeitos que ultrapassam em muito as fronteiras dos media:
In the age of mass media power, the political system was organised along industrial production lines: politicians, media advisors, and journalists produced the content of politics, which was distributed to the masses by way of the media. In spite of standard rhetoric, audiences as consumers of political content had little role other than to consume – much as in other forms of industrial production, the feedback loop back to the producers of politics was relatively poorly formed. This has changed with the rise of networked, peer-to-peer media, however, which have enabled the consumers of politics to respond to the producers at an unprecedented degree. As this trend continues and the balance between mass and networked media shifts further in favour of citizens, it is increasingly likely that the traditional model of politics is no longer sustainable.
