Produsage is defined by Axel Bruns as the “current paradigm shift towards user-led forms of collaborative content creation which are proving to have an increasing impact on media, economy, law, social practices, and democracy itself.”

There a four key factors which outline what contributes to a social media platform in terms of produsage:

Organisational Shift –  the change from individuals and groups to communities in the creation and generation of content. Tumblr allows people to quickly and easily create and distribute.

Fluid movement – The connection between those with abilities from a beginner to a professional who participates and are users or leaders. Tumblr does this by allowing regular users to collaborate with companies such as Google by displaying advertisement on their blogs and receiving a minimal profit.

Unfinished – Content can be continually improved and re-edited. Content on Tumblr is continuously being changed, for example the layout and different aspects such as the video player. Individuals also have the ability to customise their accounts as often as they like.

Permissive – Allowing users to improve the content continuously whilst having copyright laws prohibit unauthorised commercial use. Tumblr’s copyright (the DCMA) allows users to freely post their own content however if they breach copyright laws the post will be taken down.

Once you start contributing work and connecting with people who consume what you distribute into social media you become part of the process called produsage. Digital innovation allows consumption and creation to be combined, something Bruns (2007) looks at in depth.

References:, 2007. Produsage: A Working Definition | [online] Available at: <> [Accessed 25 Apr. 2014]., 2007. About Axel Bruns | [online] Available at: <> [Accessed 26 Apr. 2014].

Jenkins, H., 2008. From Production to Produsage: Interview with Axel Bruns (Part One). [online] Available at: <> [Accessed 26 Apr. 2014].

Bruns. A. 2007. Produsage: Towards a Broader Framework for User-Led Content Creation. [online] Available at: <> [Accessed 26 April 14].


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