Severe stigma of multitasking has multiplied the mass culture of remix (edited or re-created) in the public sphere. Serving past almost a decade, research shows an increasing number on the issues relating to multitasking where the existence of wireless devices has provided ubiquitous connectivity among the communities. In multitasking, we notice the involvement of two engaging tasks or more, simultaneously. Consequently, providing users to undergo a metamorphosis process, to change roles in the society.
Individuals then become active users rather than passive, where they are known as prosumers instead. From a state of only consuming information on a social scale, individuals thesedays allow themselves to participate and create a variety of production to be uploaded into the social network. Henceforth, people are considered to occupy a hybrid position as a user and producer at the same time- they are produser (Bruns, 2007). Moreover, we are introduced to the fluidity of produsers between roles as leaders, participants and users of content. These multiple roles carried by individuals has brought a significant paradigm shift towards the public sphere and to the people in it.
Produsage, a communal practice of content formation, indeed is an ongoing process of content development and redevelopment, involving remixing and re-editing on a large scale. (Bruns,2010) Usually the use of an open source, provides plenty of mashups such as the development of cultural memes, notorious video clips to a host of mashups, parodies and reinterpretations of several mediums. The open participation by people also allows them to experience a communal evaluation, which eventually leads them to the idea of a remix community. Justifying the fluid heterarchy, we notice the interrelation between the identities that are self-designed according to the positions individuals occupy themselves within a social context with the emergence of the remix culture as time progresses. These identities who are claimed to be higher acquire more instigation than those lower on it, which invokes multiple identities to one person given to their choice of roles. Here, individuals then slowly involve themselves to redirecting and re-editing the content for the use of their own and others on a social scale.
Bruns, A. 2007, Produsage: Towards a Broader Framework for User-Led Content Creation, accessed on 5/6/2014,
Bruns, A. 2010, Distributed Creativity: Filesharing and Produsage, accessed on 5/6/2014,