Seminar: Activity 5; discussion with peers

Reading link:

1. Which three events that took place between 2005-6 does the writer claim would affect the intellectual life of developed and developing nations for years to come?

Yahoo bought Flickr

Google acquired Youtube

Rupert Murdoch purchased MySpace.

2. What are the six things that “Generation C” refer to?



Casual collapse




What is the relationship between Web 2.0 and Generation C? How has this relationship emerged?

The social dimensions of the Generation C idea are mirrored on the technological side by Web 2.0. Neither Web 2.0 nor its chief users, Generation C, should be seen as having emerged suddenly and without precedent. Instead, they are in line with a long tradition of models which describe the gradual rise of the informed and active consumer or user, a line reaching back at least as far as Alvin Toffler’s work in the early 1970s on the ‘produmer’ who utilised teh increased amount of information and advice at their disposal to become an expert consumer.

Bruns uses Wikipedia as an example to explain the shift to “Produsage”. Can you think of any other example that you could apply this theory to?

Facebook, Instagram.

Do you think that Bruns provides a positive or negative account of the development in production as a result of Web 2.0?

In the point of view of Bruns, Web 2.0 is the business revolution in the computer industry caused by the move to the internet as platform,  in line with a long tradition of models, which describe the gradual rise of the informed and active consumer or use.

Can you think of any negative consequences of “produsage” particularly in relationship to the media industry?

When everyone has access to revise something, the accuracy of information may be decreased very greatly, and informations that people read become no longer trustful. Fake news and rumors are spread.


These activities should be conducted in groups of 3-4 (depending on seminar group size).

  1. Discuss this weeks’ key reading. Compare/share your responses to the reading questions. What did you find difficult about the reading? Did you learn anything? How did it challenged your concepts /ideas of work in the media industry? (10-15 mins discussion then feedback to the rest of the class).

 I think there are some new terminologies I have never knew before, so I had to search online for their accurate definitions, rather than only doing the reading, but everything were fine for me after I understood these terms. I think the idea of “produsage” is very interesting. It is a new thing caused by “active audiences”, as I have read in a lot of essays before. It gave us the example of “wikipedia”, since we all used it, we all know about it, we would naturally give our own experiences of consuming the product of “produsage”, thus evaluate it from many perspectives. It also challenged my idea of media development, I always though media development is a good thing, promoting access of information, promoting technologies, but after reading the essay, it reminds me of something negative followed with the development, such as inaccuracy of information.


  1. As a group, brainstorm how you might use the areas highlighted in the reading in your student and professional lives. You can think about this generally OR apply them to a specific areas (10-15 mins discussion then feedback to the rest of the class).

The highlighted parts are “Web2.0”, “The networked nature of users (and thus, potential producers)”, (In this sense, users of Amazon or Google act as co-produsers of these services even without having chosen to do so, as their usage generates information which helps to further refine the performance of these sites.)… There are many highlighted  sentences and words in the essay, but I was particularly interested in these ones. This reminds me of the future of media, since we are media student (and future media workers), we don’t only need to think about user experiences, we also need to do something more interactive, let audiences engage with our product more. Customization may be one of the most important thing we need to think about, when we are doing a creative project. For example, media platforms nowadays (such as wordpress, wix, instagram and so on) have great freedom for customization, this may be one of the reasons why they are successful and broadly used.


Make sure that you have a written record of what you did (as a group and individually) during the session. You will need it as evidence for your portfolio blog and report.


Looking back on the activity

You need to do this as soon after the session as you can (while you still remember it). You need to write it down:

Do you think you made a positive contribution to the group? If so what was your main role? Was this a more or less significant contribution that the last session?

I think I did. I have did contributions to complete those questions, while reading the essay. Also, I have shared some ideas and thoughts with my group, also they responded to my ideas, and some of us felt the same way, but the others had more different ideas. But I loved all of these different ideas because it provides me a new way of looking at things. My main role was throwing questions and ideas to my group, (most of my group were shy) to promote discussions, but I didn’t get to share all of my ideas because of the limitation of time. I think in this session, I made more contribution on questioning things, and try to start discussions and debates, but I did not share a lot of my personal thoughts, because we spent a lot of time on one question, so I think we may have to manage our time more wisely to achieve a better result.




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