You are a prosumer, I am a prosumer, we are all prosumers

Throughout today’s society, the act of both producing and consuming is based on what a successful society embodies. After reading the Ritzer & Jurgunsen article, (2010), I feel as though their foremost contention relates to the idea that producing and consuming are both equally as imperative in their role of successful capitalism. According to Ritzer & Jurgunsen, (2010, pp. 17), prosumption ‘involves both production and consumption rather than focusing on either one or the other. It is maintained that earlier forms of capitalism were themselves characterized by prosumption’. In stating this, Ritzer & Jurgunsen are arguing that prosumption has transformed the way in which capitalism functions, meaning that average citizens now possess a greater deal of power in society, especially in terms of user-generated content.

The emergence of web 2.0 distinguishes an increase in user-generated content, which contributes to a growing culture of ‘prosumption’ online. Social media, throughout today’s technological society, has developed into an integral element of our social order, and thanks to online platforms such as Facebook and Instagram, this form of new media has allowed for individuals to generate an ‘online identity’ by which they construct themselves in order for themselves to be constructed by others. Social media platforms have capitalized owing to the rise of a prosumer culture, as their success would be inexistent if it weren’t due to the ongoing production and consumption of user-generated content and identities. In terms of my own personal experience, I would argue that my contributions to online media platforms such as Facebook and Instagram have added to the ongoing success of these respective websites. I am frequently updating my online profile on Facebook and uploading photos to Instagram, all of which are a factor in producing my online identity. We are currently living in a world which is dominated by free services, and due to this, the ongoing success of social media platforms and websites now rely profoundly on user participation and contribution.

Image source: Social Media Frontiers

Another norm which has come into view with the emergence of a prosumer culture is the idea of the ‘duty of the citizen’ (Ritzer, 2005, pg.16). Tapscott & Williams (2006 – cited in Ritzer & Jurgunsen), have expanded on this idea by noting that prosumers are ‘part of a new wave of acceleration where businesses put consumers to work.’ This is exemplified in the ideas of major food chains to cut costs by putting the consumer to work; in expecting the customer to collect their own food, go to the register to place their own order, and clear their own rubbish from their table. Other examples of industries that are introducing the ‘self serve’ module are supermarket chains such as Woolworths and Coles, in terms of their self-scan grocery checkouts, and self-print photography outlets such as Kmart and Officeworks. In my personal opinion, I feel that these ‘self-serve’ checkouts are a relevant case in point example of the dominating prosumer culture, and how our already technology driven world is expanding. These recent innovations have changed the way that we the consumer, or ‘prosumer’ conduct our weekly shopping or dining rituals, and has resulted in a considerably high number of job losses, as their positions have seemingly been made redundant.

                                                              Image source: Open revolt

Sources:

Ritzer, George & Jurgenson, Nathan, (2010); ‘Production, Consumption, Prosumption: The nature of capitalism in the age of the digital ‘prosumer’, Journal of Consumer Culture, Sage Publications vol. 10 no. 1, pp. 13 – 36 (accessed on 25^th August, 2013) 

Are we all pirates?

Throughout today’s new age digital society, the current buzz circulating from within the Internet world relates to the rising popularity of ‘mashups’ and ‘remixes’ in the music industry. According to O’Brien & Fitzgerald (2006), ‘we now inhibit a ‘remix culture’, a culture that is dominated by amateur creators who are no longer willing to be merely passive receptors of content, instead demanding the right to mashup and remix material and take on the role of producers.’ In other words, it has become a common practice throughout the music industry to take on the role of producing a piece of work by embedding songs from other producers into their work and claiming it as their own, this practice is referred to producing a 'mashup' or 'remix'. 

Video source: Youtube "Remixes of 2013"

           

Due to this ever-growing and expanding ‘remix culture’, the world of intellectual property law has become extremely relevant and of high importance to musicians, DJs and producers who sample the material of other artists. Copyright violation can include actions such as the illegal copying and/or distribution of a song, playing or remixing a song without having first gained the required permission, or simply failing to give the appropriate credit to the possessor of a song. A common form of copyright violation takes place in the process of ‘music sampling’, which also encompasses a vast variety of legal ramifications. According to Erickson (2011), music sampling is ‘the act of taking a portion, or sample, of one sound recording and reusing it as an instrument or a different sound recording of a song.’ Music sampling is utilised throughout a diverse range of genres in order to enhance the sound and variety of instruments used, which results in the song reaching an array of audiences, each carrying a variety of music style preferences. I know that in my personal experience with remixes and mashups, there has always been a style or a genre that music remixes cover which reaches out to a majority of people, including myself and my friends who share in a vast array of diverse genres. 

  

A popular example of a copyright infringement case which includes the practice of music sampling involves British band ‘The Verve’ featuring the orchestral version of the Rolling Stone’s song, ‘The Last Time’, in the introduction of one of their most famous songs ‘Bitter Sweet Symphony’. Originally, The Verve negotiated a license to include a sample from their orchestral version, however, The Rolling Stones successfully argued that The Verve had in fact, used ‘too much’ of the sample, and the songs were now far too similar. The matter was eventually settled, with the royalties and the copyright of the song going towards The Rolling Stones. In my personal opinion, there is a way that other artists can sample songs without having to violate copyright laws. I believe that because The Verve were originally given permission to use a sample from The Rolling Stones, they should have had the consent to do whatever they pleased with the sample in order to enhance the quality of their song.

                                                Video source: Youtube, "The Verve vs. The Rolling Stones"

Another issue relating to copyright violation is the illegal downloading and file sharing of media content. According to Martin, Moore & Salter (2010),’the sharing of music files has been the focus of a massive struggle between representatives of major record companies and artists in the music industry’. This relates to actions ranging from either downloading or streaming media content, to remixing or sampling music without first gaining the required permission. The dominance of illegally downloading and streaming media content has stemmed from the development of the Internet and the desire to obtain files fast and free. In my personal opinion, I believe that file sharing and illegally downloading media content has had an enormous effect on the media industry in terms of profit, and artists having unfinished demos of their songs ‘leaked’ before their official release date. This form of copyright violation needs to be controlled in an extremely more effectively manner than it has been.

References

O’Brien, Damien and Fitzgerald, Brian (2006), Mashups, remixes and copyright law,

Internet Law Bulletin 9 (2) pp. 17-19 (retrieved 20^th August 2013)

Erickson, Andy, 2011; “The ethical aspects of sampling digital music” Hudson Project, pp.2-4 (retrieved 20^th August 2013)

Martin, B, Moore, C and Salter, C 2010, "Sharing music files: tactics of a challenge to the industry" First Monday vol 15, no. 12 (retrieved 20th August 2013)

Film culture and the domination of Hollywood

Throughout today’s society, we are living in a technology driven modern era where human culture, regardless of whether we are noticing it or not, is being influenced and dominated by a significant amount of art and media movements. These movements are contributing to the way that we as a global entity think, feel, interact and respond.

Marshall McLuhan refers to the “Global Village” and defines it as ‘members of nations being connected by communication.’ An example of a movement which has contributed to the formation of a global village is the ever-growing TV and film industry, due to the diversity and range of films that are being created and broadcasted all around the world, meaning that different cultures can come together and blend over a common interest. The Hollywood film industry in particular has always had a dominant presence in the worldwide film industry, and this has then resulted in cultures outside of the Western lifestyle perceiving American culture in a particular way. In fact, it is often argued that Hollywood plays an extremely significant role in the development of ‘global uniformity’ by instilling the Western values and ways of life into different cultures around the world. This can include; fashion, food, music, and even the way that people are now communicating. According to Hatchen & Scotton, (2002), “Many critics have described the process of globalisation as both trendy and controversial; they see the world as subjugated by American or Western ideals, demonstrated through pop-culture and the dominance of Hollywood productions” In stating this, Hatchen & Scotton are arguing that the dominance of Hollywood throughout the entertainment industry has resulted in the film industry being 'conquered' by the presence of Hollywood, and that these mediums are allowing America the power to 'push' audiences towards absorbing the prescribed content presented to them devoid of question. 

                                                                   Image source: Viewpoint online

Due to globalization, this process has allowed for Hollywood productions to be viewed in a variety of different countries around the world, however, this in turn also allows for the promotion of American supremacy throughout other cultures, which is widely accepted by a majority of these cultures. De Zoysa & Newman, (2002) have stated that; “Film and television are an integral part of American ‘soft power’, effortlessly extolling values attributable to the American way of life, including its downside.” I know that personally, the way that I think and perceive the world has undoubtedly been influenced by the production of Hollywood films, as they are produced and set around the ideologies and beliefs of American culture. I watch films, and react to them in ways that the framing of that film has encouraged me to, whether it be a romance film, a comedy, or even a thriller. Films set out the ideas and values that people should be considering whilst watching them, and a large majority of the time these ideas are based on American western culture so that we succumb to adapting to and upholding American perspectives.

Sources
De Zoysa & Newman; 2002; “Globalization, soft power and the challenge of Hollywood”. Otto Contemporary Politics, Vol. 8, No. 3, pp. 185-202

Hatchen, WA & Scotton, JF 2002, “News communication for a new global system” The world news prism: global media in an era of terrorism, 6^th edition, lowa State Press, Ames, pp. 3-14

Rantanen, T 2005, 'Theorizing Media Globalization', The media and globalization, Sage, London, pp 1-18