The “New” Prosumer: Collaboration on the Digital and Material “New Means of Prosumption”

Many of “cyber-utopians” have lauded the Internet, especially social networking sites, for a variety of reasons, including making possible a dramatic and revolutionary increase in social collaboration (Benkler, 2007; Tapscott and Williams, 2006). The goal of this essay is to examine- and, at least in part, debunk- this claim from a new and unique sociological perspective- the relationship between collaboration and the “new means of prosumption”. Such an examination is suggested by the fact that collaboration is, by definition, a form of prosumption. That is, it involves one or more parties “producing” and other(s) “consuming” something of mutual interest and importance. However, the collaborative process, like prosumption more generally, is not as separable as all that. In fact, collaboration is a dialectical process in which those involved are continually changing their positions on the prosumption continuum (see below), sometimes they are more