alienation

Digital prosumption and alienation

Introduction

In his 1980 book The Third Wave, Alvin Toffler prophesized that people soon would customize the goods and services they consume. Through their use of networked computers, he predicted that consumption would become increasingly integrated with production, distribution and exchange, so much so that power over the production process would shift into the hands of everyday people. Mass industrialization and consumption, Toffler argued, would be eclipsed by self-customization led by the hybrid producer-consumer: what he called the prosumer.

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