Prosumers combine the characteristics of professionals and consumers, dictating the production of goods and services in terms of quality and structure. They are now common in many fields, including home improvement, cooking, publishing, photography, interior decorating, and the beverage industry. The prosumer phenomenon is expected to continue growing with evolving technology.
The concept of a prosumer is a late 20th century idea that combines some of the common characteristics of a professional and a consumer. The term is generally applied to situations where consumers are considered to have reached a level of sophistication that the professional-consumer can effectively dictate the perimeters for the production of goods and services in terms of quality and structure. The difference between the garden variety consumer and the prosumer is that the latter has such a strong working knowledge of the product that he can successfully determine and perhaps even create a better product offering.
Now, prosumers are common in many fields that were once the sole province of professionals. One of the areas where the prosumer has gained a high degree of visibility is in the home improvement industry. Various household tasks such as installing ductwork, plumbing, hanging wallpaper and installing major appliances are now performed by many homeowners. In the past, these were all roles considered to be the job of professionals, with only the occasional amateur attempting this type of high-end work.
Cooking is another area where hobbyists have become more proficient. As a result, professionals now bridge the gap between people preparing simple meals for the family and people trained as professional chefs. One of the avenues that allow amateurs to expand the level of culinary education is cable television. Since the medium became widely available in the late 1970’s, many people have been exposed to the preparation of cuisine that was usually only available in upscale restaurants. The result has been the creation of a large audience of prosumer enthusiasts who delight in expanding their culinary skills, without necessarily planning to make a living from the industry.
The combination of affordable computer technology and the Internet has also made it possible for the prosumer to take a place in the publishing world. Thanks to software programs and high-quality printing materials and equipment, the prosumer can now produce print and electronic magazines on a hobou favorite interest. Desktop publishing also allows these highly skilled hobbyists to produce high quality greeting cards, promotional brochures and a wide variety of published materials. Even inexperienced writers can be classified as prosumers, simply using current technology to produce an electronic book for distribution.
The prosumer can also be associated with several other fields. Photography, interior decorating, and even the beverage industry have a number of people who qualify as prosumers. As technology continues to evolve, there is no doubt that the prosumer phenomenon will continue to grow.
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