Participatory culture is a neologism in reference of, but opposite to a Consumer culture — in other words a culture in which private persons (the public) do not act as consumers only, but also as contributors or producers (prosumers). The term is most often applied to the production or creation of some type of published media. Recent advances in technologies (mostly personal computers and the Internet) have enabled private persons to create and publish such media, usually through the Internet. This new culture as it relates to the Internet has been described as Web 2.0. In participatory culture "young people creatively respond to a plethora of electronic signals and cultural commodities in ways that surprise their makers, finding meanings and identities never meant to be there and defying simple nostrums that bewail the manipulation or passivity of “consumers.”[1]
The increasing access to the Internet has come to play an integral part in the expansion of participatory culture because it increasingly enables people to work collaboratively; generate and disseminate news, ideas, and creative works; and connect with people who share similar goals and interests (see affinity groups). The potential of participatory culture for civic engagement and creative expression has been investigated by media scholar Henry Jenkins. In 2006, Jenkins and co-authors Ravi Purushotma, Katie Clinton, Margaret Weigel and Alice Robison authored a White Paper entitled Confronting the Challenges of Participatory Culture: Media Education for the 21st Century. This paper describes a participatory culture as one:
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Participatory culture has been around longer than the Internet. The emergence of the Amateur Press Association in the middle of the 19th century is an example of historical participatory culture; at that time, young people were hand typing and printing their own publications. These publications were mailed throughout a network of people and resemble what we now call social networks. The evolution from zines, radio shows, group projects, and gossips to blogs, podcasts, wikis, and social networks has impacted our culture greatly. With web services such as eBay, Blogger, Wikipedia, Photobucket, Facebook, and YouTube, it is no wonder our culture has become more participatory. The implications of the gradual shift from production to produsage are profound, and will affect the very core of our culture, economy, society, and democracy. [3]
As technology continues to enable new avenues for communication, collaboration, and circulation of ideas, it has also given rise to new opportunities for consumers to create their own content. Barriers like time and money are beginning to become less significant to large groups of consumers. For example, the creation of movies once required large amounts of expensive equipment, but now movie clips can be made with equipment that is affordable to a growing number of people. The ease with which consumers create new material has also grown. Extensive knowledge of computer programming is no longer necessary to create content on the internet.
Not only has hardware increased the individual's ability to submit content to the internet so that it may be reached by a wide audience, but in addition numerous internet sites have increased access. Websites like Flickr, Wikipedia, and Facebook encourage the submission of content to the Internet. They increase the ease with which a user may post content by allowing them to submit information even if they only have an Internet browser. The need for additional software is eliminated. These websites also serve to create online communities for the production of content. These communities and their web services have been labelled as part of Web 2.0.[4]
The relationship between Web 2.0 tools and participatory culture is more than just material, however. As the mindsets and skillsets of participatory practices have been increasingly taken up, people are increasingly likely to exploit new tools and technology in 2.0 ways. One example is the use of cellphone technology to engage "smart mobs" for political change worldwide. In countries where cellphone usage exceeds use of any other form of digital technology, passing information via mobile phone has helped bring about significant political and social change. Notable examples include the so-called "Orange Revolution" in Ukraine [5], the overthrow of Philippine President Joseph Estrada [6], and regular political protests worldwide [7]
The smart phone is one example that combines the elements of interactivity, identity and mobility. The mobility of the smart phone demonstrates that media is no longer bound by time and space can be used in any context.[8] Technology continues to progress in this direction as it becomes more user driven and less restricted to schedules and locations, for example the progression of movies from theaters to private home viewing, to now the smart phone that can be watched anytime and anywhere. The smart phone also enhances the participatory culture by increased levels of interactivity. Instead of merely watching, users are actively involved in making decisions, navigating pages, contributing their own content and choosing what links to follow. This goes beyond the "keyboard" level of interactivity, where a person presses a key and the expected letter appears, and becomes rather a dynamic activity with continually new options and changing setting, without a set formula to follow. The consumer role shifts from a passive receiver to an active contributor. The smart phone epitomizes this by the endless choices and ways to get personally involved with multiple media at the same time, in a nonlinear way.[9] The smart phone also contributes to participatory culture because of how it changes the perception of identity. A user can hide behind an avatar, false profile, or simply idealized self when interacting with others online. There is no accountability to be who you say you are. The ability to slide in and out of roles changes the affect of media on culture, and also the user himself.[10] Now not only are people active participants in media and culture, but their imagined selves are as well.
Participatory culture has been hailed by some as a way to reform communication and enhance the quality of media. According to media scholar Henry Jenkins, one result of the emergence of participatory cultures is an increase in the number of media resources available, giving rise to increased competition between media outlets. Producers of media are forced to pay more attention to the needs of consumers who can turn to other sources for information.[11]
Howard Rheingold and others have argued that the emergence of participatory cultures will enable deep social change. Until as recently as the end of the 20th century, Rheingold argues, a handful of generally privileged, generally wealthy people controlled nearly all forms of mass communication—newspapers, television, magazines, books and encyclopedias. Today, however, tools for media production and dissemination are readily available and allow for what Rheingold labels "participatory media." [12]
As participation becomes easier, the diversity of voices that can be heard also increases. At one time only a few mass media giants controlled most of the information that flowed into the homes of the public, but with the advance of technology even a single person has the ability to spread information around the world. The diversification of media has benefits because in cases where the control of media becomes concentrated it gives those who have control the ability to influence the opinions and information that flows to the public domain.[13] Media concentration provides opportunity for corruption, but as information continues to become accessed from more and more places it becomes increasingly difficult to control the flow of information to the will of an agenda. Participatory Culture is also seen as a more democratic form of communication as it stimulates the audience to take an active part because they can help shape the flow of ideas across media formats.[13] The democratic tendency lent to communication by participatory culture allows new models of production that are not based on a hierarchical standard. In the face of increased participation, the traditional hierarchies will not disappear, but "Community, collaboration, and self-organization" can become the foundation of corporations as powerful alternatives.[14] Although there may be no real hierarchy evident in many collaborative websites, their ability to form large pools of collective intelligence is not compromised.
Social and participatory media allow for—and, indeed, call for—a shift in how we approach teaching and learning in the classroom. The increased availability of the Internet in classrooms allows for greater access to information. For example, it is no longer necessary for relevant knowledge to be contained in some combination of the teacher and textbooks; today, knowledge can be more de-centralized and made available for all learners to access. The teacher, then, can help facilitate efficient and effective means of accessing, interpreting, and making use of that knowledge.[15].
All people want to be a consumer in some and an active contributor in other situations. Being a consumer or active contributor is not an attribute of a person, but of a context [16]. The important criteria that needs to be taken into account is personally meaningful activities. Participatory cultures empower humans to be active contributors in personally meaningful activities. The drawback of such cultures is that they may force humans to cope with the burden of being an active contributor in personally irrelevant activities. This trade-off can be illustrated with the potential and drawbacks of "Do-It-Yourself Societies": starting with self-service restaurants and self-service gas stations a few decades ago, and this trend has been greatly accelerated over the last 10 years. Through modern tools (including electronic commerce supported by the Web), humans are empowered to do many tasks themselves that were done previously by skilled domain workers serving as agents and intermediaries. While this shift provides power, freedom, and control to customers (e.g., banking can be done at any time of the day with ATMs, and from any location with the Web), it has led also to some less desirable consequences. People may consider some of these tasks not very meaningful personally and therefore would be more than content with a consumer role. Aside from simple tasks that require a small or no learning effort, customers lack the experience the professionals have acquired and maintained through daily use of systems, and the broad background knowledge to do these tasks efficiently and effectively. The tools used to do these tasks — banking, travel reservations, buying airline tickets, checking out groceries at the supermarket — are core technologies for the professionals, but occasional technologies for the customers. This will put a new, substantial burden on customers rather than having skilled domain workers doing these tasks.
Significantly, too, as businesses increasingly recruit participatory practices and resources to market goods and services, consumers who are comfortable working within participatory media are at a distinct advantage over those who are less comfortable. Not only do consumers who are resistant to making use of the affordances of participatory culture have decreased access to knowledge, goods, and services, but they are less likely to take advantage of the increased leverage inherent in engaging with businesses as a prosumer.
Jenkins et al. identify three significant concerns with respect to participatory culture. These are the "participation gap," the "transparency problem," and the "ethics challenge."
This category is linked to the issue of the digital divide, the concern with providing access to technology for all learners. The movement to break down the digital divide has included efforts to bring computers into classrooms, libraries, and other public places. These efforts have been largely successful, but as Jenkins et al. argue, the concern is now with unequal access to available technologies. They explain:
What a person can accomplish with an outdated machine in a public library with mandatory filtering software and no opportunity for storage or transmission pales in comparison to what [a] person can accomplish with a home computer with unfettered Internet access, high band-width, and continuous connectivity.(Current legislation to block access to social networking software in schools and public libraries will further widen the participation gap.) The school system’s inability to close this participation gap has negative consequences for everyone involved. On the one hand,those youth who are most advanced in media literacies are often stripped of their technologies and robbed of their best techniques for learning in an effort to ensure a uniform experience for all in the classroom. On the other hand, many youth who have had no exposure to these new kinds of participatory cultures outside school find themselves struggling to keep up with their peers. (Jenkins et al. pg. 15)
Increased facility with technology does not necessarily lead to increased ability to interpret how technology exerts its own pressure on us. Indeed, with increased access to information, the ability to interpret the viability of that information becomes increasingly difficult.[17] It is crucial, then, to find ways to help young learners develop tactics for engaging critically with the tools and resources they use.
This is identified as a "breakdown of traditional forms of professional training and socialization that might prepare young people for their increasingly public roles as media makers and community participants" (Jenkins et al. pg. 5). For example, throughout most of the last half of the 20th century learners who wanted to become journalists would generally engage in a formal apprenticeship through journalism classes and work on a high school newspaper. This work would be guided by a teacher who was an expert in the rules and norms of journalism and who would confer that knowledge to student-apprentices. With increasing access to Web 2.0 tools, however, anybody can be a journalist of sorts, with or without an apprenticeship to the discipline. A key goal in media education, then, must be to find ways to help learners develop techniques for active reflection on the choices they make—and contributions they offer—as members of a participatory culture.
As teachers, administrators, and policymakers consider the role of new media and participatory practices in the school environment, they will need to find ways to address the multiple challenges. Challenges include finding ways to work with the decentralization of knowledge inherent in online spaces; developing policies with respect to filtering software that protects learners and schools without limiting students' access to sites that enable participation; and considering the role of assessment in classrooms that embrace participatory practices.
Cultures are substantially defined by their media and their tools for thinking, working, learning, and collaborating. Unfortunately a large number of new media are designed to see humans only as consumers; and people, particularly young people in educational institutions, form mindsets based on their exposure to specific media. The current mindset about learning, teaching, and education is dominated by a view in which teaching is often fitted "into a mold in which a single, presumably omniscient teacher explicitly tells or shows presumably unknowing learners something they presumably know nothing about"[18]. A critical challenge is a reformulation and reconceptualization of this impoverished and misleading conception. Learning should not take place in a separate phase and in a separate place, but should be integrated into people's lives allowing them to construct solutions to their own problems. As they experience breakdowns in doing so, they should be able to learn on demand by gaining access to directly relevant information. The direct usefulness of new knowledge for actual problem situations greatly improves the motivation to learn the new material because the time and effort invested in learning are immediately worthwhile for the task at hand — not merely for some putative long-term gain. In order to create active contributor mindsets serving as the foundation of participatory cultures, learning cannot be restricted to finding knowledge that is "out there". Rather than serving as the "reproductive organ of a consumer society" [19] educational institutions must cultivate the development of an active contributor mindset by creating habits, tools and skills that help people become empowered and willing to actively contribute to the design of their lives and communities. Beyond supporting contributions from individual designers, educational institutions need to build a culture and mindset of sharing, supported by effective technologies and sustained by personal motivation to occasionally work for the benefit of groups and communities. This includes finding ways for people to see work done for the benefits of others being "on-task", rather than as extra work for which there is no recognition and no reward.
Metadesign is “design for designers” [20] It represents an emerging conceptual framework aimed at defining and creating social and technical infrastructures in which participatory cultures can come alive and new forms of collaborative design can take place. It extends the traditional notion of system design beyond the original development of a system to allow users become co-designers and co-developers. It is grounded in the basic assumption that future uses and problems cannot be completely anticipated at design time, when a system is developed. Users, at use time, will discover mismatches between their needs and the support that an existing system can provide for them. These mismatches will lead to breakdowns that serve as potential sources of new insights, new knowledge, and new understanding. Meta-design supports participatory cultures as follows: