In today's society we are not simply producers or consumers, but ever more becoming 'prosumers;' a combination of the two. Through the technological advances of the internet (in particular web 2.0) and the rise of Facebook, YouTube, Twitter and many other websites, the power is given to the people to 'produce' the information, content and features of these outlets, at the same time as 'consuming' or using them.
We are able to choose and manipulate the information we share, altering or enhancing our identities as we choose, and even the identities of others.
George Ritzer (2008) coined the term 'McDonaldization' of society, in which every day citizens are being put to work more and more as the producers of their services, in societies in which consumption is increasing and production decreasing. eg USA.
Some examples include, DIY renovations or small building tasks, pumping your own gas, checking yourself in electronically at the airport, self serve at supermarkets, and the list continues (Ritzer and Jurgenson, 2010).
Some examples include, DIY renovations or small building tasks, pumping your own gas, checking yourself in electronically at the airport, self serve at supermarkets, and the list continues (Ritzer and Jurgenson, 2010).
Through this new wave of prosumers, the age of capitalism will shift, as there will be little to no control in shaping individuals actions to the extent that once was. It is becoming even harder to exploit prosumers, as they are often the ones who shape the services they use, and with technology becoming more and more available world wide, there is a constant availability to a large audience (Ritzer and Jurgenson, 2010).
With this constant availability to information, both private and public the use of surveillance, or even "Uberveillance" comes in to play. Not only can this refer to governments identifying persons who may be threats to the nation or particular people, but also to the use of CCTV in towns. For instance this morning as I walked to work in the CBD I noticed a security camera and continued to spot them as I went. I began to question how much of this was about safety and security, and how much was simply an invasion of privacy?
Although I do not agree with all the lyrics of the below clip, I think it raises some interesting points.
Reference; Ritzer
and Jurgenson 2010, ‘Production,
Consumption, Prosumption,’ Journal of
Consumer Culture, University of Maryland, USA, pp. 13-36
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