It is important to prioritise knowledge in the digital world in order to cater for the attention economy. As I become more aware of the knowledge power in this digital world I have more of an interest to be involved or become what is known as a ‘produser’. But how much value is in the content being produced when everyone is producing? Yochai Benkler wasn’t wrong when he coined the term ‘produsage’ as a characteristic burring the lines between the former passive consumer economy and the digital economy where WE are the biggest content producers. Teodor Mitew (2015) addresses this idea that we are contributing to a mass economy where knowledge production is the biggest commodity.
This blurred line between consumer and produser impacts the way the person creating the content is valued. Shirky (2002) talks about the fact that the masses of amateur content producers are lowering the professionalism in the economy. He creates an idea visual ‘Travelocity doesn’t make everyone a travel agent’ and just like self serve doesn’t make you a Woolworths sales assistant we are creating ways to make life easier but making them activities not worth paying for. When you look at traditional ways of producing media to digital ways of producing media they simply don’t compare. There is no longer a physical limitation of shelf space in stores, online there is a world of targeted niches. This is the long tail effect that is directing our future markets.
The other issue is that content is losing its value not only online but in the traditional economy due to this effect. Picture this, my neighbour which I talked about in my last blog worked in a cake store, her cakes were distinctive so she gained a large following, she took this following overseas, she started utilising social media, the following grew even more, she created a book to sell and lastly she took her work to Youtube as a platform which she could sell it for free. This is the vicious circle of a product that has been sucked into the competitive vortex of the network economy, where amateurs are producing content that makes real work valueless.
So the question is WHERE ABOUTS DO WE STAND IN TERMS OF ONLINE MARKETING?
THE ANSWER: VIDEO
Shirky, C. (2002). Weblogs and the Mass Amateurization of Publishing