The prosumer in the sharing economy: A new way to participate in the consumer market

Abstract

The concept of prosumer can be grasped as a liaison between communicology —anchored in the understanding of traditional communication media— and transformed communicology —aimed at the study of communications in digital environments—. While it seems to have been losing its sense of usefulness and relevance in the communicology imaginary, studies carried out by the Interactive Advertising Bureau (IAB) recognize that the new digital agents have updated and extended the concept of prosumer towards the sharing economy, thus becoming a fundamental piece. This situation entails a deep reflection for the communication scientist, revealing a setting for producing never-before-seen contents, services, and products. We need to discuss the concept of prosumer from a new perspective that supposes complexity, interdisciplinarity, and a holistic sense. Therefore, this paper intends to explain the validity of this renewed concept, inserted in the imaginary of the sharing economy.