This podcast by Dave Elder-Vass (Loughborough University) is from a Centre for Social Ontology event in January 2015. Unfortunately it cuts off a few minutes from the end – sorry!
Prosumption – the unpaid performance of productive work by ‘consumers’ who thus help commercial businesses to generate a profit – is perhaps the most studied of the many hybrid forms of economic practice that have proliferated in the digital economy. A number of critical accounts have analysed prosumption in terms of Marx’s labour theory of value, suggesting for example that as prosumers do useful work for free they are infinitely exploited by the firms that profit as a result. But such accounts analyse the digital economy in terms that were derived from the nineteenth century factory – and terms that were highly questionable even in that context.
The spectacular mismatch between this model of capitalism and the case of prosumption exposes the inadequacy of the standard monolithic conception of capitalism as a homogeneous and universal contemporary economic form – a conception that at a certain level is also shared by the marketised discourse of mainstream economics. We need a new ontology of economic form that goes beyond the totalising concepts of mode of production and market economy and instead provides us with tools for understanding the sheer diversity of forms of economic practice in the contemporary economy. This paper offers the concept of appropriative practices as a contribution to such an ontology and applies it to the case of prosumption.