Prosuming, or when customers turn collaborators: coordination and motivation of customer contribution

This article investigates the phenomenon of increasing integration of customers and users into the organizational creation of value, focusing primarily on the dissolving boundaries between production and consumption. Concepts such as "prosuming", the "working customer", "produsing" and "interactive value creation" have been used to describe this phenomenon. Within the framework of a research project at the Goethe-University Frankfurt/Main, this debate was investigated theoretically as well as empirically in three case studies. The research question is as follows: Why do customers participate in "new types of prosuming" or "interactive value creation" and how are these processes coordinated by the firms? The results show a considerable range of motives and forms of coordination: The customers’ primary motives to voluntarily assume tasks and activities were both intrinsic and extrinsic in nature. The organizational models identified range from strategies of rationalization to prosuming as a basic business model to the collaborative and interactive value creation between the company and the web-community

Doctor of Philosophy

dissertationThis dissertation utilizes law and society research, as well as communication advocacy, to frame analysis and offer an extra-legal solution to conflicts between modders, fans who create new content from existing videogames, and game companies. It utilizes grounded theory and the traditional legal adversarial documentary method to abstract and analyze conflict caused by a cease and desist (C&D) letter sent to Kajar Laboratories concerning Chrono Trigger: Crimson Echoes - Kajar's mod to Square Enix's Chrono Trigger. Through qualitative analysis of websites, forum posts, and blog comments about the C&D this dissertation discovers the grounded theory Legal Threats Break Moral Communities. Utilizing the grounded theory and legal argumentation a critique is made of proposed legal solutions. A nonlegal solution to ameliorate future conflict is then suggested as a means to satisfy both the needs of modders and game companies. In analyzing the conflict this dissertation illustrates how the threat of law stops modders, disrupts the community, and chills future mods. This dissertation reinforces a regulatory understanding of copyright law arguing limited monopolies on intellectual property serve to advance the arts and sciences. Modding, like many forms of participatory culture, promotes valuable science, technology, engineering, and math through self-learning. Mods promote the original games while also generating new art. The dissertation also shows that both regulatory and proprietary interpretations of copyright law benefit from modding. Through critique of status quo solutions and analysis of a Microsoft exemplar this dissertation suggests a generic game content usage guide as an extra-legal, feasible solution that advances the goals of all parties involved without requiring legal intervention

The Culture of Gamework

While the digital games industry has become increasingly marketised and professionalized in its forty years of commercial existence, at the same time it has maintained some of its DIY roots and is somewhat ahead of other media industries in its attempts to facilitate and appropriate amateur productions. The increasingly globalised nature of digital game development gives rise to challenges and tensions related to managing development projects across transnational networks of companies, managing inputs of amateur producers and managing communities of players. The digital game industry is used today in media and communication studies both as an example of "co-creative culture" (Jenkins, 2006; Raessens, 2005) and of "precarious labour" (Kline, Dyer-Witheford, & De Peuter, 2003; Kücklich, 2005; Postigo, 2003 and 2007; Terranova, 2004). These concepts are not necessarily exclusive and both can be usefully employed to understand work in game production networks in particular (Kerr, 2006a) and media work more generally (Deuze, 2007)

Exercise as Labour: Quantified Self and the Transformation of Exercise into Labour

The recent increase in the use of digital self-tracking devices has given rise to a range of relations to the self often discussed as quantified self (QS). In popular and academic discourse, this development has been discussed variously as a form of narcissistic self-involvement, an advanced expression of panoptical self-surveillance and a potential new dawn for e-health. This article proposes a previously un-theorised consequence of this large-scale observation and analysis of human behaviour; that exercise activity is in the process of being reconfigured as labour. QS will be briefly introduced, and reflected on, subsequently considering some of its key aspects in relation to how these have so far been interpreted and analysed in academic literature. Secondly, the analysis of scholars of “digital labour” and “immaterial labour” will be considered, which will be discussed in relation to what its analysis of the transformations of work in contemporary advanced capitalism can offer to an interpretation of the promotion and management of the self-tracking of exercise activities. Building on this analysis, it will be proposed that a thermodynamic model of the exploitation of potential energy underlies the interest that corporations have shown in self-tracking and that “gamification” and the promotion of an entrepreneurial selfhood is the ideological frame that informs the strategy through which labour value is extracted without payment. Finally, the potential theoretical and political consequences of these insights will be considered

Total conversion mods: expanding beyond the original game

The goal of this article is to outline selected aspects of the phenomenon of game modding, with particular emphasis on mods known as total conversion mods. The text mentions the features of such mods which are both fundamental and most characteristic, in order to establish the necessary context for further discussions concerning the differences between total conversion mods and other types of mods. The article aims to address the question of the legitimacy of approaching total con- version mods as independent text by presenting the most important features of such mods and their application and discussing how they function in the chosen example, i.e. ST: New Horizons, so that the following question may be posed: Do the changes introduced to the original game’s gameplay and mechanics in a given conversion mod justify regarding it as a separate game text?The goal of this article is to outline selected aspects of the phenomenon of game modding, with particular emphasis on mods known as total conversion mods. The text mentions the features of such mods which are both fundamental and most characteristic, in order to establish the necessary context for further discussions concerning the differences between total conversion mods and other types of mods. The article aims to address the question of the legitimacy of approaching total con- version mods as independent text by presenting the most important features of such mods and their application and discussing how they function in the chosen example, i.e. ST: New Horizons, so that the following question may be posed: Do the changes introduced to the original game’s gameplay and mechanics in a given conversion mod justify regarding it as a separate game text

Mobilizing User-Generated Content For Canada’s Digital Advantage

Executive Summary: The goal of the Mobilizing User-Generated Content for Canada’s Digital Content Advantage project is to define User-Generated Content (UGC) in its current state, identify successful models built for UGC, and anticipate barriers and policy infrastructure needed to sustain a model to leverage the further development of UGC to Canada\u27s advantage. At the outset, we divided our research into three domains: creative content, small scale tools and collaborative user-generated content. User-generated creative content is becoming increasingly evident throughout the technological ecology through online platforms and online social networks where individuals develop, create and capture information and choose to distribute content through an online platform in a transformative manner. The Internet offers many tools and resources that simplify the various UGC processes and models. Social networking sites such as Facebook, Twitter, YouTube, Vimeo, Flickr and others provide functionality to upload content directly into the site itself, eliminating the need for formatting and conversion, and allowing almost instantaneous access to the content by the user’s social network. The successful sites have been able to integrate content creation, aggregation, distribution, and consumption into a single tool, further eroding some of the traditional dichotomies between content creators and end-users. Along with these larger scale resources, this study also treats small scale tools, which are tools, modifications, and applications that have been created by a user or group of users. There are three main categories of small scale tools. The first is game modifications, or add-ons, which are created by users/players in order to modify the game or assist in its play. The second is modifications, objects, or tools created for virtual worlds such as Second Life. Third, users create applications and tools for mobile devices, such as the iPhone or the Android system. The third domain considers UGC which is generated collaboratively. This category is comprised of wikis, open source software and creative content authored by a group rather than a sole individual. Several highly successful examples of collaborative UGC include Wikipedia, and open source projects such as the Linux operating system, Mozilla Firefox and the Apache platform. Major barriers to the production, distribution and aggregation of collaborative UGC are unduly restrictive intellectual property rights (including copyrights, licensing requirements and technological protection mechanisms). There are several crucial infrastructure and policies required to facilitate collaborative UGC. For example, in the area of copyright policy, a careful balance is needed to provide appropriate protection while still allowing downstream UGC creation. Other policy considerations include issues pertaining to technological protection mechanisms, privacy rights, consumer protection and competition. In terms of infrastructure, broadband internet access is the primary technological infrastructure required to promote collaborative UGC creation. There has recently been a proliferation of literature pertaining to all three of these domains, which are reviewed. Assessments are made about the most effective models and practices for each domain, as well as the barriers which impede further developments. This initial research is used as a basis for generating some tentative conclusions and recommendations for further research about the policy and technological infrastructures required to best mobilize and leverage user-generated content to create additional value in the digital economy internal and external to Canada. Policy recommendations based on this research focus on two principles: balancing the interest of both content owners and users, and creating an enabling environment in which UGC production, distribution, aggregation, and re-use can flourish

Play, Playbour or Labour? The Relationships between Perception of Occupational Activity and Outcomes among Streamers and YouTubers

The increasing digitalization and gamification of different aspects of our lives has blurred the line between what we consider work and play. Therefore, our productivity may increasingly depend on how we negotiate and view our occupations and work. Through an online survey (n=382), this study examines the relationship between the perception of online video content creation as either work, play or equally as both, and the activities and income of these video content creators (streamers and YouTubers). The results indicate that those who view their content creation as work had the highest levels of activity and income, whereas those who associated their content creation with play, earned more income than those who regard their content creation equally as play and work. The results demonstrate the emergence of new forms of digital entrepreneurial practices in the work-oriented group, but also the highlight the increasing workification of our play activities

The Programmer as Player: Uncovering Latent Forms of Digital Play Using Structuration and Actor-Network Theory

Is programming a game considered play? Normally we would say that it is not; play happens when a game is consumed, not when it is produced. But by adopting this perspective we are falling into the trap that popular culture and mass media set when they categorize games as just another entertainment product. What, then, is the true purpose of this division between programming and play? Why do we seem them as different? In this article, I will explore the early history of computer gaming to show how this dichotomy came about. As it turns out, the computer engineers who worked with the earliest computer systems must shoulder much of the blame. Those programmers who created games such as Spacewar identified themselves as proto-hackers, standing a distance apart from those engaged in more "serious" computer work. Engineers such as Douglas Engebart, meanwhile, were thinking about the computer as a tool to solve problems, not a platform for artistic endeavour. These two forces enabled outsiders to consider gaming and programming to be wholly separate activities. For the purposes of this work, both structuration theory and actor-network theory are employed. I found that each methdology offered fresh insights into these issues, which could then be merged to provide a complete picture of this early era in digital computing