User-Generated Content als Qualitätsmedium? Alternative Anreize für Qualitätscontent

Angetrieben und unterstützt durch Web-2.0-Technologien, gibt es heute einen Trend zur Verbindung der Nutzung und Produktion von Inhalten als Produtzung (engl. produsage ). Um dabei die Qualität der erstellten Inhalte und eine nachhaltige Teilnahme der Nutzer sicherzustellen, müsen vier grundlegende Prinzipien eingehalten werden: * Größtmögliche Offenheit. * Ankurbeln der Gemeinschaft durch Inhalte und Hilfsmittel. * Unterstützung der Gruppendynamik und Abtretung von Verantwortung. * Keine Ausbeutung der Gemeinschaft und ihrer Arbeit.

Vom Prosumenten zum Produtzer

Auch wenn Alvin Tofflers „Prosumer“ oder „Prosument“ in diesem Band von zentralem Interesse ist, lohnt es sich, zunächst etwas weiter auszuholen und kurz zu umreißen, worauf dieses Modell fußt und welche Grundmodelle es modifizieren soll. Prosumtion soll nämlich die herkömmliche Wertschöpfungskette erweitern und verbessern, welche beim Übergang zur industriellen Massenproduktion etabliert wurde. Die Notwendigkeit, industrielle Produktionsmittel zu bauen, zu betreiben und zu warten und die Waren aus Massenproduktion an ihre Zielmärkte zu vertreiben, führte schnell zu einer immer größeren Trennung von Produzenten, Distributoren und Konsumenten als separaten Stationen in der Wertschöpfungskette der industriellen Produktion. Besonders zu Beginn des industriellen Zeitalters war eine solche Trennung ein angemessenes und wirksames Organisationsmodell, das Teilnahme an der Industriegesellschaft in drei klar definierte Aufgaben aufteilte.

Produtzung : Von medialer zu politischer Partizipation

Wahrscheinlich war es ja nur ein Versuch einer alteingesessenen Institution der Massenmedien, sich bei „den Leuten, die man früher ‚das Publikum‘ nannte“ („the people formerly known as the audience“; Rosen, 2006, n.pag.) wieder einzuschmeicheln. Dennoch, die Anerkennung des kollektiven „You“ in YouTube und anderen kollaborativen Onlineplattformen als Person des Jahres durch das amerikanische Magazin Time (Grossman, 2007) liefert ein weiteres Indiz für die wachsende Bedeutung solcher Projekte zur gemeinschaftlichen Produktion und Distribution von Inhalten. Kreative Websites wie Flickr und YouTube, kollaborative Wissenssammlungen von Wikipedia über Digg bis zu Google Earth, nutzergesteuerte Diskussionen in Slashdot, OhmyNews, und der allgemeinen Blogosphäre, aber auch die Softwareentwicklungsgemeinschaften im Open‐Source‐Bereich – sie alle dienen als Beispiele für diese nun etablierten Trend zur Entwicklung neuer Produktions‐, Geschäfts‐, Gemeinschafts‐ und Selbstlenkungsmodelle, die wesentlich durch zunehmend komplexere Web‐2.0‐Tools unterstützt werden. Hinter diesen Beispielen wird eine allgemeiner Tendenz sichtbar, die aus ökonomischer Sicht bereits von Yochai Benkler als „commons‐based peer production“ (2006), und von Eric von Hippel als „democratizing innovation" (2005) beschrieben worden ist. Henry Jenkins spricht zudem von einer „convergence culture“ (2006), in der solche nutzergesteuerten Projekte operieren, und es können auch Verbindungen zwischen diesen stärker aktive gewordenen Nutzern und Alvin Tofflers professionellen Konsumenten, den „Prosumers“ ziehen (1971).

The interactive potential of Web 2.0

Following the position of Beer and Burrows (2007) this paper poses a re-conceptualization of Web 2.0 interaction in order to understand the properties of action possibilities in and of Web 2.0. The paper discusses the positioning of Web 2.0 social interaction in light of current descriptions, which point toward the capacities of technology in the production of social affordances within that domain (Bruns 2007; Jenkins 2006; O’Reilly 2005). While this diminishes the agency and reflexivity for users of Web 2.0 it also inadvertently positions tools as the central driver for the interactive potential available (Everitt and Mills 2009; van Dicjk 2009). In doing so it neglects the possibility that participants may be more involved in the production of Web 2.0 than the technology that underwrites it. It is this aspect of Web 2.0 that is questioned in the study with particular interest on how an analytical option may be made available to broaden the scope of investigations into Web 2.0 to include a study of the capacity for an interactive potential in light of how action possibilities are presented to users through communication with others (Bonderup Dohn 2009).

Research adventures in Web 2.0 : encouraging collaborative local content creation through edgeX

The intersection of current arguments about the role of creative industries in economic development, online user-generated content, and the uptake of broadband in economically disadvantaged communities provides the content for this article. From 2006 to 2008 the authors carried out a research project in Ipswich, Queensland involving local creative practitioners and community groups in their development of edgeX, a Web-based platform for content uploads and social networking. The project aimed to explore issues of local identity and community building through online networking, as well as the possibilities for creating pathways from amateur to professional practice in the creative industries through the auspices of the Website. Set against the backdrop of a rapidly changing technological environment that has problematic implications for research projects aiming to build new online platforms, we present several case studies from the project to illustrate the challenges to participation experienced by people with limited access to, and literacy with, the Internet.

Citizen journalism and everyday life : a case study of Germany's myHeimat.de

The impact of citizen journalism on the established journalism industry, and its role in the future news media mix, remain key topics in current journalism studies research, not least in the context of the current crisis facing many news organisations around the globe. The centrality of this issue is also reflected in the substantial number of ‘citizen journalism’ monographs and collections published across the last few years (see for example Paterson & Domingo, 2008; Boler, 2008; Allan & Thorsen, 2009; Neuberger, Nuernbergk, & Rischke, 2009; Gordon, 2009; Russell & Echchaibi, 2009; Meikle & Redden, forthcoming). With relatively few notable exceptions, much of the research and wider public discussion surrounding the citizen journalism phenomenon has employed a relatively narrow definition of the term, with many researchers focussing on citizen journalism projects which provide mainly political news and commentary, and on their role in influencing the political process especially in countries like the U.S.

G4C2C : enabling citizen engagement at arms' length from government

The recognition that Web 2.0 applications and social media sites will strengthen and improve interaction between governments and citizens has resulted in a global push into new e-democracy or Government 2.0 spaces. These typically follow government-to-citizen (g2c) or citizen-to-citizen (c2c) models, but both these approaches are problematic: g2c is often concerned more with service delivery to citizens as clients, or exists to make a show of ‘listening to the public’ rather than to genuinely source citizen ideas for government policy, while c2c often takes place without direct government participation and therefore cannot ensure that the outcomes of citizen deliberations are accepted into the government policy-making process. Building on recent examples of Australian Government 2.0 initiatives, we suggest a new approach based on government support for citizen-to-citizen engagement, or g4c2c, as a workable compromise, and suggest that public service broadcasters should play a key role in facilitating this model of citizen engagement.

Gatekeeping, gatewatching, real-time feedback : new challenges for Journalism

How bloggers and other independent online commentators criticise, correct, and otherwise challenge conventional journalism has been known for years, but has yet to be fully accepted by journalists; hostilities between the media establishment and the new generation of citizen journalists continue to flare up from time to time. The old gatekeeping monopoly of the mass media has been challenged by the new practice of gatewatching: by individual bloggers and by communities of commentators which may not report the news first-hand, but curate and evaluate the news and other information provided by official sources, and thus provide an important service. And this now takes place ever more rapidly, almost in real time: using the latest social networks, which disseminate, share, comment, question, and debunk news reports within minutes, and using additional platforms that enable fast and effective ad hoc collaboration between users. When hundreds of volunteers can prove within a few days that a German minister has been guilty of serious plagiarism, when the world first learns of earthquakes and tsunamis via Twitter – how does journalism manage to keep up?

Beyond difference : reconfiguring education for the user-led age

In recent years, various observers have pointed to the shifting paradigms of cultural and societal participation and economic production in developed nations. These changes are facilitated (although, importantly, not solely driven) by the emergence of new, participatory technologies of information access, knowledge exchange, and content production, many of whom are associated with Internet and new media technologies. In an online context, such technologies are now frequently described as social software, social media, or Web2.0, but their impact is no longer confined to cyberspace as an environment that is somehow different and separate from ‘real life’: user-led content and knowledge production is increasingly impacting on media, economy, law, social practices, and democracy itself.

GATEKEEPING, GATEWATCHING, REALIMENTAÇÃO EM TEMPO REAL: novos desafios para o Jornalismo

Faz vários anos que se sabe como os blogueiros e outros comentaristas on-line independentes criticam, corrigem, e de outra maneira desafiam o jornalismo convencional, porém isto ainda não foi plenamente aceito pelos jornalistas; as hostilidades entre as empresas de mídia e a nova geração de jornalistas cidadãos continuam a irromper de vez em quando. O antigo monopólio de gatekeeping mantido pela mídia de massa tem sido desafiado pela nova prática de gatewatching: feita pelos blogueiros individuais e pelas comunidades de comentaristas que podem não fazer reportagem das notícias de primeira mão, porém fazem a curation e avaliam as notícias e outras informações fornecidas pelas fontes oficiais, e assim prestam um serviço importante. E isto ocorre atualmente com cada vez mais rapidez, quase em tempo real: usando as redes sociais mais recentes, que divulgam, compartilham, comentam, questionam e desacreditam as matérias noticiosas dentro de minutos, e usando plataformas adicionais que possibilitam a colaboração ad hoc rápida e eficaz entre os usuários. Quando centenas de voluntários podem provar dentro de alguns poucos dias que um ministro alemão foi culpado de plágio sério, quando o mundo inteiro fica sabendo de terremotos e tsunamis pelo Twitter – como é que o jornalismo consegue acompanhar tudo isto?

Journalismus im Umbruch : Wikimedia, Bürgerjournalismus und 'Open News'

Indem sie Informationen zusammenstellt, sortiert und aktualisiert, betreibt die Wikipedia eine Form der Nachrichtenkuration. Besonders daran ist aber nicht allein, dass nicht Journalisten die Inhalte produzieren, sondern dass ein Kollektiv aus "Produtzern" dahintersteht: Der Nutzer wird zum Produzenten.

The Convergence Review and the principle of Australians' access to and opportunities for participation

The recent Australian Convergence Review’s second principle states: “Australians should have access to and opportunities for participation in a diverse mix of services, voices, views and information”. However, in failing to define its own use and understanding of the terms ‘access’ and ‘participation’ the Convergence Review exposes itself to criticism. These terms would no doubt be made unambiguously clear should the Review’s recommendations move towards policy, and this paper contributes to this discussion by framing access and participation, from the perspective of the ‘produser’ (Bruns, 2008), around three separate but related issues: the failure to frame the discussion that will be undertaken by the Australian Law Reform Commission’s 2012 2013 Copyright Inquiry; the prioritising of the market over and above media accountability and the health of the public sphere; and the missed opportunity to develop a national framework for digital literacy and advanced digital citizenry.

O DISCURSO DE HUMANIZAÇÃO COMO ESTRATÉGIA DE APROXIMAÇÃO COM O CONSUMIDOR NAS PUBLICIDADES DAS MÍDIAS SOCIAIS

Este trabalho propõe o estudo analítico de estratégias discursivas das organizações empregadas nas publicidades das mídias sociais no Brasil em que, na tentativa de aproximação com os consumidores, as empresas emitem discursos de humanização. A pesquisa ocupou-se em identificar e analisar as publicidades das marcas notabilizadas nesse ambiente superabundante de informação, capazes de comunicar-se efetivamente com os consumidores, a ponto de levá-los ao engajamento com os interesses da organização pela interação e compartilhamento dos conteúdos nas mídias sociais, e de torná-los os agentes da marca, aqueles que divulgam voluntariamente os seus benefícios para a sua rede de amigos. Trata-se de uma pesquisa exploratória de teor qualitativo, cuja busca se dará pelas delineações de um espaço discursivo. Utilizou-se a análise do discurso (AD), da linha francesa, sob a perspectiva dos estudos do ethos, cenas de enunciação e contrato de comunicação que contemplam os discursos organizacionais. Além da conceituação teórica e revisão de literatura vinculadas às mídias sociais e cultura organizacional, o trabalho analisou as publicidades em vídeo publicadas no Facebook e YouTube, nos anos de 2014 e 2015, cujo intuito era a aproximação com o consumidor. A pesquisa demonstrou que o ambiente das mídias sociais requer outra postura das organizações, uma linguagem dialógica e interativa com a participação do consumidor nas suas publicidades. A supervalorização do consumidor e a sua inclusão nas narrativas é uma tentativa de humanizar as relações entre organização e seus públicos e demonstram ser o eixo conciliador entre ambos na nova ambiência midiática.