”]”WE CAN DO IT! DIY culture! A world which has always been a produser environment in both the physical and virtual realms is one culture that cannot be missed while looking at the topic of produsage. Unlike all the websites and concepts mentioned in previous blogs that also related to produsage, DIY culture is one that takes on a different approach as it takes place in both the physical and virtual dimensions. DIY culture tends to be one that is highly collaborative and like Wikipedia and other user-led content, the more contributors the better it makes the site.
It is argued by Dewey (in Baron, Field and Schuller 2000, 230) that as individuals we only possess the potential for intelligence, it is through the developments in the social context that stimulates our minds to grasp new feelings, reasoning and understanding. In other words, intelligence cannot be achieved in the mind of one person, it is through a group effort that intelligence can be achieved. This is in line with Bruns’ idea of collective intelligence. Collective intelligence is when understanding is shared in a way which can then be built upon by others in the community, so that collective intelligence of the community can be increased (Bruns 2009). DIY culture is a great example of this. For example on Instructables, one person in the community may post up something they need advice or inspiration for and others in the community can then contribute. It also works the other way around when someone post a new idea or new instructions on how to do something others in the community can then add to that with additional information, ideas or advice.
DIY culture also possesses the other key elements typical of the produsage environment. The four key elements of Produsage are listed by Bruns (2006) as:
- Open participation
- Fluid Heterachy
- Unfinished Artefacts
- Common property
As mentioned above with the example of instructables anyone is able to participate in the community provided they have access to the Internet. There isn’t really a ‘special’ place as such for professionals in the DIY culture as it works mainly on collaboration and hence everyone in the community is treated as equals with no distinct hierarchy structure. It is a continuous project as members of the community continues to bring up new ideas and add to ones already existing. Lastly, none of the information or ideas is credited to any one person. It becomes property of the community in which that information or idea are being shared.
DIY websites also provide one special future in which users can specially order certain things to suit their own individual tastes. For example, spoonflower enables the consumer to create their own fabric, Etsy is a website which sells all hand-made items but producer of these items are often open to consumers customising parts of the product and Ponoko allows users to design their own products, make it then sell it. DIY culture is one culture that is of high interest in the business world especially amongst entrepreneurs. As DIY culture allows one to design, make and sell specially designed products at a cheap cost it is an effective mean for any entrepreneur wanting to test the potential popularity of their products. It has also been demonstrated that successful branding could be developed through DIY websites. One such example is Wattle Tots which first started selling items on Etsy then progressing to establish a business on its own.
References:
Bardon, S., J. Field and T. Schuller. eds. 2000. Social Capital: Critical perspectives. New York: Oxford University Press.
Bruns, A. 2006. Produsers and Produsage. http://snurb.info/produsage (accessed May 27, 2009)
Bruns, A. 2009. KCB 201 New Media 1: Information and Knowledge: Week 2 Lecture notes. http://blackboard.qut.edu.au/ (accessed March 4, 2009).