Produsage

The concept of produsage, introduced by Axel Bruns in 2008, redefines the relationship between production and consumption in the digital age. Evolving Alvin Toffler's idea of prosumer, Bruns argues that active consumer participation in production processes is not a spontaneous phenomenon, but must be facilitated by companies and institutions. Produsage is based on four key principles: open collaboration, flexible structures, transparent participation and collective ownership of content. In branding, produsage asserts itself through collaborative practices, such as User-Generated Content (UGC) and the direct involvement of consumers in defining brand value. However, it requires a balance between authenticity and control on the part of companies: in an increasingly interactive digital context, produsage is configured as a fundamental paradigm for marketing and branding, offering opportunities to redefine the relationship between brand and public in a participatory and sustainable way.