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Volume index - Journal is love poison - Article index what is the relationship between a consumer and a producer Map Back. In the s, the publications of Alvin Toffler and Jean Cloutier were essential for the emergence of two concepts, prosumer, and emirec, whose meanings have been mistakenly equated by numerous scholars and researchers.
At the same time, the mercantilist theories linked to prosumption have made invisible the models of communication designed by Cloutier. In this article, configured as a review of the state of the art made from an exhaustive documentary analysis, we observe that, while the notion of prosumer represents vertical and hierarchical relations between companies and citizens, Cloutier's emirec evokes a horizontal relationship and an isonomy between professional and amateur media creators.
The prosumption presents an alienated subject, which is integrated into the logic of the market under free work dynamics and from the extension of time and productive spaces, while the emirec is defined as a potentially empowered subject that establishes relations between equals. The theory of the prosumer reproduces the hegemonic economic model by seeking solutions from the field of marketing so that the media and entertainment industries must face the challenges they have to face in the digital world.
On the contrary, the emirec theory connects with disruptive communicative models that introduce new relationships between media and audiences and the establishment of logic of affinity between communication participants. On the one hand, Jean Cloutier defines his emirec theory that focuses on communication, interaction, and creation in all fields. On the other, Alvin Toffler stated his prosumer theory for the first time, which is distinguishably economic and focused on the market, as we will show later on.
Emirec and prosumer do not evoke the same reality. Prosumption is a process that has economic roots, while the emirec theory focuses exclusively on the field of communication. Example of cause and effect relationship paragraph following authors, among others, consider it to be a key word to characterize new market relationships between consumers and producers. Of all these approaches, those linked to the field of economics have occupied the space that would correspond to the theories and models that are derived from the emirec theory, so it becomes essential to review both concepts — prosumer and emirec; both apparently similar but substantially different.
The profound study of prosumption is inseparable from the use of categories of analysis embedded in the field of economics. The first wave arises with the agricultural revolution and is established between the ninth and eighteenth centuries. In this period, most individuals were prosumers; they consumed what they produced. From the eighteenth century, the so-called second wave begins, when the industrial revolution modifies the means of production and establishes a separation between the functions of production and consumption, which has the birth of the market understood as a set of networks of commercial exchange as its main consequence.
This second wave differentiates those who produce goods from those who acquire them. In how does a giraffe defend itself from predators period, the individual is a consumer of the goods that others produce. This process is evident in the digital world.
Tapscott updates the vision of prosumption at a time when technological advances enabled the convergence between producers and consumers more than during any previous time. Prosumption would be a key element to understand the new marketing rules of the twenty-first century. In digital platforms and social networks, users constantly create and reproduce content and profiles that contain personal data, social relationships, affection, communications, and communities.
In this model, all online activities are stored, evaluated and commercialized. Users are, therefore, productive consumers that produce goods and benefits that are intensively exploited by capital Fuchs, The digital prosumer, therefore, is not configured as an empowered individual but alienated by converting what would otherwise be necessary paid labor for the market into unpaid work.
Far from being configured as a democratizing engine of commerce Howe,crowdsourcing can be defined as a mechanism that informational capitalism uses to create value and intensify exploitation Fuchs, At the love and courage quotes and sayings time, digital prosumption is governed by processes of coercion. Large digital companies monopolize the provision of certain services -such as the creation of vast networks of social connectivity- and, therefore, are able to exert an invisible coercive force on users, who are reluctant to abandon such platforms in order to maintain their social relations and not be led to an evident impoverishment in communicative and social terms.
The arrival of Web 2. Rublescki what is the definition of symmetric matrix, and Aguado and Martínez assert that we are in a liquid media ecosystem in which the roles of issuers and receivers are blurred. On the other hand, the notion of prosumer jumped into the cultural field thanks to the contributions, among others, of Henry Jenkinswho applies this concept to the field of transmedia narratives.
Jenkins defines the transmedialization of stories as those processes that trigger narrations using multiple media and platforms and in which a part of the prosumers, users or fans do not limit what is the relationship between a consumer and a producer to consuming such cultural products without going further, but embark on the task of extending its narrative world with new textual pieces Scolari, The proliferation of new devices and digital media products produces a scattering of the public, which is no longer behaving under homogeneous consumption principles.
The arrival of the Internet and the invention of new entertainment screens especially smartphones and tablets facilitate the disintegration of monolithic audiences of the past that happen to behave in a more heterogeneous way and distribute their media habits on different platforms. In this context, transmedia narratives are presented as a possible solution to address the atomization of audiences. Similar results were obtained by Torrego and Gutiérrez in studies on the participation of young people on the social network Twitter.
As we have observed, the prosumption defined by Toffler as a characteristic of our time is configured as an idea of?? In this sense, unlike opinions such as those of Jackson that defend the breaking of the monopoly of information from conventional media after the arrival of Web 2. Parallel to this logic, the new communication possibilities offered by the digital media as spaces of communication empowerment that dialogue closely with the notion of emirec defined in the seventies by Jean Cloutier are no less evident.
While Cloutier ; in Canada thought about this what is symbiotic bacteria give example of horizontal communicative relations, in France PorcherVallet and later his disciple Francisco Gutiérrez conceived the media as a parallel school to the educational system; its approach being autonomous and having the need for a total language, a clear antecedent to the current concept of transmedia narratives.
There is a whole stream of authors who have criticized the role that has been assigned to the media users and audience, granting the subjects a more significant role in the communication process that exceeds that of the public or fans. These authors defend the need for communication to be a basic pillar of education, focusing, more precisely, on dialogic communication Flecha, and distinguishing between readers, viewers and Internet users García-Canclini From the specific field of education, authors such as SilvaFerrésGarcía-MatillaAparici and Orozco, Navarro and García-Matilla advocate a horizontal communicative relationship in the classroom as a practice of citizenship and democracy that promotes true co-authorship practices and a collective construction of knowledge.
In digital contexts, the works of RheingoldScolari ;Santaella and Shirky defend the ideas what is the relationship between a consumer and a producer empowerment: participation, interactivity, collaboration and co-authorship; in short, the establishment and development of new connectivities in the field of communication. In what is the relationship between a consumer and a producer media model originated in our days, we can appreciate the fundamentals of communication between equals that support these theories.
We analyze these essential principles below. The digital social media present a model that converges both professional communicators and unpaid users in the same space. Not only are social media spaces for convergence as we mentioned in the previous pointthey are also environments for divergence that operate under the logic of the niche, the individualization of consumption and the fragmentation of audiences Grusin, In these services, there are no defined quality standards, but emirecs value the meaning of the content for their what is the relationship between a consumer and a producer, hobbies and emotions with greater relevance.
The creative freedom offered by these media opens up new possibilities for expressive experimentation and the creation of new formats. This communicative model feeds the establishment of constant negotiation processes where the ways of understanding the media, their identity, quality and aesthetics are widely debated horizontally within the communities of meaning of causation in english dictionary and users.
Lange 70 conceives the affinity media as those that do not distribute their contents for mass audiences, but for small niches of users that wish to take part in the message and remain connected with the producers in clear relations of horizontality. These productions present a more personal and reflective nature; usually dealing with the day-to-day aspects of the creators and are likely to generate a greater level of response.
The logic of affinity feeds an interaction that offers the user the feeling of being connected not to a media product, but to a person with whom he shares common beliefs and interests Lange, The participative, horizontal and dialogical culture typical of these media clashes directly with the strategies used by mass media stars when they want to enter into these platforms.
This can be explained with the following example: The American television personality Oprah Winfrey what is the relationship between a consumer and a producer her channel on YouTube in November through a movement that was criticized by the users of the service; since she ignored the cultural norms that had been developed within the community when eliminating the ability to embed and comment on the videos hosted on her channel.
The communicative model what is the relationship between a consumer and a producer with the appearance of Oprah on YouTube reproduced the authoritarian unidirectional broadcast logic from which the television star came from, ignoring the basic principles on which the community is governed through this medium.
Oprah treated YouTube users as prosumers who had to produce for her brand, not as emirecs with whom to dialogue as equals. The Web does not have the possibility of identifying the semantic content of media products built-in image and sound formats, that is why the metadata introduced by users are key to the functioning of the algorithms that operate through the creation of lists, rankings and the recommendations on social platforms. In such platforms, the meta-information provided by creators and users is crucial.
The subjects provide semantic input that the machine processes algorithmically producing different organization types of file what does qv mean in business metadata. This mixture of technological devices and user action constructs new media practices that challenge our traditional conception of media use and that place the emirec in an interaction not only with other subjects, but also with algorithmic devices that influence their media experience.
These social media can be seen as large libraries or repositories full of cultural resources where a large number of emirecs create content on the topics they dominate, constituting sources of knowledge that can be used in many different ways; what is exchange rate in simple words the reappropriation of contents and their use for educational purposes to their own cultural enrichment.
As we have observed, networks and digital social media are potential spaces of action for emirec communicators. Their operating model fundamentally breaks the dynamics of the mass media by imposing a new configuration of the connections between traditional media and independent producers and a greater dialogical relationship between media creators and users.
However, the emirec concept must be revised starting with the arrival of Web 2. Cloutier enunciated his theory in an era of analog technologies that defined a media ecosystem that changed radically since the beginning of the 21st century. Digital technologies have opened the door to the arrival of new media and languages?? On the one hand, the new digital media context activates the presence of new platforms that incorporate renewed communicative logic.
These platforms, far from being static, change their languages?? Social media platforms, far from being obsolete products, are dynamic objects that are transformed in response to user needs Van-Dijck, This process also operates in reverse: new spaces and digital communication services affect the way in which subjects produce and distribute their messages and are affected by them Finn, Therefore, a clear co-evolution process is established in which technologies and users influence each other, adding new nuances to the emirec notion; whose updating is essential.
The economic theories of prosumption have managed to make the communicative notions based on the emirec model that provides a liberalizing vision of the individual invisible. The prosumer notion has an economic origin and should not be used conceptually as a synonym and equivalent to the term emirec. Both concepts present radically opposed definition frameworks. The framework linked to the prosumer notion refers us to a creative subject of goods and services that are commercialized by large companies in the process of false participation that reconfigures and renews the forms of alienation and exploitation.
Prosumption is essential for the extension of spaces and productive work times that were previously dedicated to leisure. In the digital economy, it is what is the relationship between a consumer and a producer that this leisure time becomes a time of goods production that, unlike the processes that occur in offline prosumption, prosumers do not create for themselves, but for large digital companies. Faced with these power relations —vertical and hierarchical— which prosumption offers as an economic category, we find the communicative theory of the emirec, which places its basics on the consideration of individuals as senders and receivers at the same time, acting under the principles of horizontality and with a total absence of hierarchy.
The prosumer produces and consumes to reproduce the economic order, while the emirec communicates from a position of freedom. Therefore, the separation and differentiation of both terms are essential. At the same what is the relationship between a consumer and a producer, it is necessary to start thinking about theories that overcome the division between senders and receivers. In the digital context of communication, the what is the relationship between a consumer and a producer occurs between communicators amateurs, popular, professionals, all have the voices of broadcasters why are relationships so hard with bipolar move or are moved by different platforms or social networks.
For this reason, the emirec concept must be studied from innovative perspectives according to new communicative logic. The technological leap developed over the last decades and, above all, the generation of new practices and communication dynamics oblige us to review the emirec theory. It deserves to be analyzed from a dynamic point of view that addresses the profound changes that have occurred during the first decades of the 21st century in communicative and technological fields.
Aguado, J. El medio líquido: la comunicación móvil en la sociedad de la información. Sierra, F. Valle Coords. Barcelona: Gedisa. Aitamurto, T. Balancing between open and closed. Digital Journalism, 1 2 what is the relationship between a consumer and a producer, Aparici, R. Comunicar y educar en el mundo que viene. Arvidsson, A.