In our futures as aspiring video content producers, it’s important that we have the skills and knowledge in realising that we will not stand alone as only producers. We have the power to realise that we are not purely media makers, we have the technology, skills and resources right at our very fingertips to take initiative to innovate and to come up with new, diverse ideas and content. We are produsers above all, and “under an industrial model of content production, such boundaries were clear-cut, as we have already seen: only industrial producers and, to a more limited extent, distributors were directly involved in production processes while audiences were cast simply in the role of consumers” (Bruns, 2008). Unlike in modern society now, where the users and producers are meshed into one. This is shown in, not only our creating media and content, but also in using previously created media to influence the products of our labours.

The changing ways of video consumption will allow us to provide and experience media in extremely diverse ways; in ways that are much more proactive and innovative than what we may have experienced in the past. No longer do the days exist where a business would approach us, as media and video content producers, and we will make them an advertisement video. Instead, now, we suggest a plethora of options of ways to advertise for their business.

Footnote:

It’s often wondered if just anyone can be a produser, and that’s completely correct. Anyone who has access to technology has the capability of not only being the sender but also the receiver. There have been new media technologies developed which allow for better access, connectivity and interactivity. This allows for a large range of people to share their knowledge to be evaluated by others, and therefore creates a ‘collective intelligence’ which anyone can contribute to (Flew 2008). Today, social media allows you to share your photos, thoughts, life, videos and music all on different platforms, with everyone with a phone or computer having access to it. 

Although this new media allows us to have a great power, there are some that do not contribute to the strict definition of being a produser. Not everyone has a blog, not everyone posts ranting comments on public forums or edits Wikpedia pages if or when they find incorrect information. This said, it can be argued that updating something as small and seemingly insignificant as a Facebook status, liking a Facebook page or sharing YouTube videos allows us to contribute to this ‘collective intelligence’. While many and lots of people don’t want to be seen, they can very easily want to be heard.