Will the Prosumer Survive in Digital Society, or it is/

was just an utopia Piergiorgio Degli Esposti

@pgde

pg.degliesposti@unibo.itwww.unibo.it/docenti/pg.degliesposti

Prosumer LiteratureToffler “The Third Wave” 1980 Introduced the term

Ritzer “McDonaldization” putting consumer to work

Kotler “The Prosumer Movement : A New Challenge For Marketers”

Fucks “Alienation and Exploitation of the Prosumer”

Jenkins “Convergence Culture” The Power of the fans

Lessig “Remix Culture” copyright and ownership

Rifkin “ The Zero Marginal Cost Society” prosumer capitalism

Botsman, Rogers “What’s Mine Is Yours: The Rise of Collaborative

Consumption” sharing economy and digital society

HypothesisPRODUCTION CONSUMPTION

PROSUMER

not opposites but part of the same logic unit

CONTRADICTION

SUBJECT OBJECT

Prosumer’s AgencyMakers

Fixers

SharersTesters

Utopian foundation of the prosumer

Brandtopia

Cyberutopia

Californication

Ecotopia

Brands become central in nowadays life

technology as a secular religion

Green and eco sustainable development

silicon valley mantra substitution of of the nation state with the entrepreneur

The rise of presuming machines

•IoT & Actant Devices (Latour)

•Death of human prosumer (Ritzer)

•Terminator scenario Men vs Machines (Degli Esposti)

“Skynet becomes self-aware at 02:14 am Eastern Time after its activation…”

ConclusionsBeing prosumer is not a fad

• Soft Power as a form or resistance - resilience

• The “spontaneous” consent (Gramsci) - Power & Trust

• Awareness of freedom in the market through the market

Comments & Questions: @pgde