Axel Bruns (scholar)

Last updated

Axel Bruns (2009) Axel Bruns (3506571301).jpg
Axel Bruns (2009)

Axel Bruns FAHA (born 1970) is a German-Australian [1] media scholar. He is a Professor of Communication and Media Studies at QUT Digital Media Research Centre, Queensland University of Technology in Brisbane, Australia, and a Chief Investigator in the ARC Centre of Excellence for Automated Decision-Making and Society. [2]

Contents

Bruns is the author of Blogs, Wikipedia, Second Life and Beyond: From Production to Produsage (2008) and Gatewatching: Collaborative Online News Production (2005).

In 1997, Bruns was a co-founder of the premier online academic publisher M/C (Media and Culture), which publishes M/C Journal and M/C Reviews, and he continues to serve as M/C's General Editor. In 2000, he co-founded dotlit: The Online Journal of Creative Writing. [3]

After a brief period studying physics in his native Germany, Bruns' research focus changed to Media and Cultural studies. He completed a PhD at the University of Queensland in 2002 that analysed the emerging Website genre of Resource Centre Sites such as indymedia and Slashdot. Bruns found that "Resource Centre Site produsers engage in an adaptation of both traditional journalistic gatekeeping methodologies and librarianly resource collection approaches to the Web environment: in the absence of gates to keep online, they have become 'gatewatchers', observing the publication of news and information in other sources and publicising its existence through their own sites." [4]

His findings in this formulative thesis have spurred much of his further research into the online media field, including two of his key concepts, Produsage and Gatewatching. Bruns is an expert on the impact of user-led content creation in the fields of produsers and produsage, blogging, gatewatching and citizen journalism and learning and teaching in the digital age. 'His current work focuses especially on the study of user participation in social media spaces such as Twitter in the context of acute events.' [5]

Bruns was elected a Fellow of the Australian Academy of the Humanities in 2023. [6]

Influences

Bruns draws on the works of scholars from a number of different fields. Produsage has evolved out of Yochai Benkler's work in commons based peer-production, which Benkler has described as "the emergence of a new information environment, one in which individuals are free to take a more active role than was possible in the industrial information economy of the twentieth century." [7] Bruns offers the concept of produsers as re-development on Alvin Toffler's ideas of the prosumer, he believes Toffler's definition of the prosumer is "anything but the active, content‐creating, self-directed individual whom we may encounter in the produsage community…they merely consume commercial products rather than actively contributing their own ideas." [8]

Bruns' development of gatewatching theory comes out of the work of Herbert Gans and his ideas on "multiperspectiviality". He believes that the plurality of media forms currently available may allow for the realization of a Gansian mediasphere. "It is possible to suggest, however, that the news, and the news media, be multiperspectival, presenting and representing as many perspectives as possible – and at the very least, more than today." [9]

Bruns' contemporaries and influences in the fields of citizen journalism, produsage and gatewatching include: Henry Jenkins, Yochai Benkler, Clay Shirky, J.D. Lasica, Alfred Hermida. Jack Lule, Graham Meikle amongst a host of other new media and online media scholars.

Produsage

Bruns' research into user-led content production, or produsage, investigates the "changed content production value chain model in collaborative online environments: in these environments, a strict producer/consumer dichotomy no longer applies – instead, users are almost always also able to be producers of content, and often necessarily so in the very act of using it." [10]

He identifies four key characteristics of these online environments: [11]

Gatewatching

Bruns defines gatewatching practice as "observing the many gates through which a steady stream of information passes from these sources, and of highlighting from this stream that information which is of most relevance to one's own personal interests or to the interests of one's wider community." [12]

It is distinct from its predecessor in gatekeeping, where the limited channels of mass communication mediums (print and broadcast) media necessitated "filtering" of all the news of the day, by selecting only the "news that's fit to print" (as the New York Times slogan famously puts it), according to internal selection policies and their own idealized (and often somewhat condescending) image of what "the man on the street" was interested in. Journalists, in other words, positioned themselves as keepers of the gates which controlled a steady flow of relevant news to their audiences. [13] [14]

In the current "multiperspectival" online media sphere "gatekeeping as a means of ensuring broad and balanced coverage, therefore, is no longer strictly necessary; the gates have multiplied beyond all control". [15]

Bruns argues that in the online gatewatching environment, agency has shifted from the journalistic profession to anyone interested in getting involved through citizen journalism or "random acts of journalism" [16] on sites such as Twitter. Gatewatching merely compiles one or a number of related reports on a newsworthy event, thereby publicising the event and the stories, which cover it, rather than publishing a news report. Additionally, gatewatching much like its theoretical partner, produsage, engages with user led content production collaborative engagement palimpsestic, iterative, evolutionary development and heterachichal, permeable community structures.

The development of produsage in tandem with gatewatching practices is fundamentally changing the way we view and consume news argues Bruns. He maintains that traditional media forms can no longer rely on their control of distribution mechanisms and must engage participatory media in order to remain relevant. Further, he argues that the "'Us v.s. Them' dichotomy of citizen journalism v.s. industrial journalis" needs to be abandoned in order to produce a Gansian multiperspectival media environment. As Herbert Gans once suggested, "the news may be too important to leave to the journalists alone (1980, p. 22) – and in social media environments where news is ambient, shared, fluid, and circulating, it no longer is". [17]

Bibliography

Related Research Articles

<span class="mw-page-title-main">Citizen journalism</span> Journalism genre

Citizen journalism, also known as collaborative media, participatory journalism, democratic journalism, guerrilla journalism or street journalism, is based upon public citizens "playing an active role in the process of collecting, reporting, analyzing, and disseminating news and information." Similarly, Courtney C. Radsch defines citizen journalism "as an alternative and activist form of news gathering and reporting that functions outside mainstream media institutions, often as a response to shortcomings in the professional journalistic field, that uses similar journalistic practices but is driven by different objectives and ideals and relies on alternative sources of legitimacy than traditional or mainstream journalism". Jay Rosen offers a simpler definition: "When the people formerly known as the audience employ the press tools they have in their possession to inform one another." The underlying principle of citizen journalism is that ordinary people, not professional journalists, can be the main creators and distributors of news. Citizen journalism should not be confused with community journalism or civic journalism, both of which are practiced by professional journalists; collaborative journalism, which is the practice of professional and non-professional journalists working together; and social journalism, which denotes a digital publication with a hybrid of professional and non-professional journalism.

Information ecology is the application of ecological concepts for modeling the information society. It considers the dynamics and properties of the increasingly dense, complex and important digital informational environment. "Information ecology" often is used as metaphor, viewing the information space as an ecosystem, the information ecosystem.

Plastic.com (2001–2011) was a general-interest internet forum running under the motto 'Recycling the Web in Real Time'.

Commons-based peer production (CBPP) is a term coined by Harvard Law School professor Yochai Benkler. It describes a model of socio-economic production in which large numbers of people work cooperatively; usually over the Internet. Commons-based projects generally have less rigid hierarchical structures than those under more traditional business models.

Social peer-to-peer processes are interactions with a peer-to-peer dynamic. These peers can be humans or computers. Peer-to-peer (P2P) is a term that originated from the popular concept of the P2P distributed computer application architecture which partitions tasks or workloads between peers. This application structure was popularized by file sharing systems like Napster, the first of its kind in the late 1990s.

<span class="mw-page-title-main">Yochai Benkler</span> Israeli-American technology law expert, political economist, and author

Yochai Benkler is an Israeli-American author and the Berkman Professor of Entrepreneurial Legal Studies at Harvard Law School. He is also a faculty co-director of the Berkman Klein Center for Internet & Society at Harvard University. In academia he is best known for coining the term commons-based peer production and his widely cited 2006 book The Wealth of Networks.

<span class="mw-page-title-main">Citizen media</span> Journalistic content produced by private citizens who are not professional journalists

Citizen media is content produced by private citizens who are not professional journalists. Citizen journalism, participatory media and democratic media are related principles.

<span class="mw-page-title-main">User-generated content</span> Online content created by users

User-generated content (UGC), alternatively known as user-created content (UCC), is generally any form of content, such as images, videos, text, testimonials, and audio, that has been posted by users on online content aggregation platforms such as social media, discussion forums and wikis. It is a product consumers create to disseminate information about online products or the firms that market them.

<span class="mw-page-title-main">Gatekeeping (communication)</span> Filtering process in communication

Gatekeeping is the process through which information is filtered for dissemination, whether for publication, broadcasting, the Internet, or some other mode of communication. The academic theory of gatekeeping may be found in multiple fields of study, including communication studies, journalism, political science, and sociology. Gatekeeping originally focused on the mass media with its few-to-many dynamic. Currently, the gatekeeping theory also addresses face-to-face communication and the many-to-many dynamic inherent on the Internet. Social psychologist Kurt Lewin first instituted Gatekeeping theory in 1943. Gatekeeping occurs at all levels of the media structure—from a reporter deciding which sources are presented in a headline story to editors choosing which stories are printed or covered. Including, but not limited to, media outlet owner and advertisers.

<span class="mw-page-title-main">Robin Miller (technology journalist)</span> American journalist (1952–2018)

Robin "Roblimo" Miller was an American journalist specializing in technology who worked for Open Source Technology Group, the company that owned Slashdot, SourceForge.net, freshmeat, Linux.com, NewsForge, and ThinkGeek from 2000 to 2008.

The Carr–Benkler wager between Yochai Benkler and Nicholas Carr concerned the question whether the most influential sites on the Internet will be peer-produced or price-incentivized systems.

Participatory culture, an opposing concept to consumer culture, is a culture in which private individuals do not act as consumers only, but also as contributors or producers (prosumers). The term is most often applied to the production or creation of some type of published media.

Industrial information economy is a term coined by Harvard University Professor Yochai Benkler. Benkler discusses this term in-depth in his 2006 book The Wealth of Networks: How Social Production Transforms Markets and Freedom.

<i>The Wealth of Networks</i> 2006 book by Yochai Benkler

The Wealth of Networks: How Social Production Transforms Markets and Freedom is a book by Harvard Law School professor Yochai Benkler published by Yale University Press on April 3, 2006. The book has been recognized as one of the most influential works of its time concerning the rise and impact of the Internet on the society, particularly in the sphere of economics. It also helped popularize the term Benkler coined few years earlier, the commons-based peer production (CBPP).

Collaborative journalism is a growing practice in the field of journalism. One definition is "a cooperative arrangement between two or more news and information organizations, which aims to supplement each organization’s resources and maximize the impact of the content produced." It is practiced by both professional and amateur reporters. It is not to be confused with citizen journalism.

<span class="mw-page-title-main">Jean Burgess</span> Australian academic

Jean Burgess is a Distinguished Professor of Digital Media at the QUT Digital Media Research Centre, and in the QUT School of Communication. She is currently Associate Director of the ARC Centre of Excellence for Automated Decision-Making and Society. She was the Deputy Director of the former ARC Centre of Excellence for Creative Industries and Innovation (CCI) at the Queensland University of Technology. From 2010-2013 Jean was an Australian Research Council Postdoctoral Fellow (APD), working with Axel Bruns on the ARC Discovery Project 'New Media and Public Communication'. She researches and publishes on issues of cultural participation in new media contexts, with a particular focus on user-created content, online social networks, and co-creative media including digital storytelling.

Blogging is increasingly used in many countries around the globe, including those with oppressive and authoritarian regimes. In many Arab countries with oppressive and authoritarian regimes, where the government conventionally has controlled print and broadcast media, blogs and other forms of new media provide a new public sphere where citizens can obtain information they are interested in and exchange their personal opinion concerning several topics, including politics, economics, culture, love, life and religion.

<span class="mw-page-title-main">Produsage</span> User-led content creation that takes place in a variety of online environments

Produsage is a portmanteau of the words production and usage, coined by German-Australian media scholar Axel Bruns and popularized in his book Blogs, Wikipedia, Second Life and Beyond: From Production to Produsage. Produsage is the type of user-led content creation that takes place in a variety of online environments, open source software, and the blogosphere. The concept blurs the boundaries between passive consumption and active production. The distinction between producers and consumers or users of content has faded, as users play the role of producers whether they are aware of this role or not. The hybrid term produser refers to an individual who is engaged in the activity of produsage. This concept is similar and related to commons-based peer production, a term coined by Yochai Benkler.

Convergence culture is a theory which recognizes changing relationships and experiences with new media. Henry Jenkins is accepted by media academics to be the father of the term with his book Convergence Culture: where old and new media collide. It explores the flow of content distributed across various intersections of media, industries and audiences, presenting a back and forth power struggle over the distribution and control of content.

<i>Blogs, Wikipedia, Second Life and Beyond: From Production to Produsage</i> Book of new media in 2008

Blogs, Wikipedia, Second Life and Beyond: From Production to Produsage is a 2008 book about the new media by Axel Bruns.

References

  1. Runge, Evelyn (2020). "Axel Bruns: Are Filter Bubbles Real?". MEDIENwissenschaft (in German). 37 (1): 106–107. doi:10.25969/mediarep/13624.
  2. Queensland University of Technology, Creative Industries Faculty Staff Page (2021) http://staff.qut.edu.au/staff/bruns/ (Accessed: 13/03/2021)
  3. Bruns, Axel (2013) Research Blog, http://snurb.info/(Accessed%5B%5D: 01/06/13)
  4. Bruns, Axel (2002) "Resource Centre Sites: The New Gatekeepers of the Web?" Ph.D. Thesis, University of Queensland
  5. Queensland University of Technology, Creative Industries Faculty Staff Page, (2013) http://staff.qut.edu.au/staff/bruns/ (Accessed: 01/06/2013)
  6. "Fellow Profile – Axel Bruns". Australian Academy of the Humanities. Retrieved 22 November 2023.
  7. Benkler, Yochai, (2006) The Wealth of Networks: How Social Production Transforms Markets and Freedom, New Haven: Yale University Press, p.2
  8. Bruns, Axel "News Produsage in a Pro-Am Mediasphere: Why Citizen Journalism Matters." In News Online: Transformations and Continuities, eds. Graham Meikle and Guy Redden. London: Palgrave Macmillan, 2010 p.8
  9. Gans, Herbert, (1980) Deciding What's News: A Study of CBS Evening News, NBC Nightly News and Time, New York, NY:Vintage, p. 312)
  10. Bruns, Axel (2013) Research Blog, http://snurb.info/(Accessed%5B%5D: 01/06/13)
  11. Bruns, Axel (2008) Blogs, Wikipedia, Second Life and Beyond: From Production to Produsage. New York: Peter Lang
  12. Bruns, Axel, (2005) Gatewatching: Collaborative Online News Production. New York: Peter Lang
  13. Bruns, Axel (2010) 'News Produsage in the Pro-Am Mediasphere: Why Citizen Journalism Matters' In News Online: Transformations and Continuities, eds. Graham Meikle and Guy Redden. London: Palgrave Macmillan, p.3
  14. Bruns, Axel, (2008) "The Active Audience: Transforming Journalism from Gatekeeping to Gatewatching." In Making Online News: The Ethnography of New Media Production. Eds. Chris Paterson and David Domingo. New York: Peter Lang, p.3
  15. Bruns, Axel (2010) 'News Produsage in the Pro-Am Mediasphere: Why Citizen Journalism Matters' In News Online: Transformations and Continuities, eds. Graham Meikle and Guy Redden. London: Palgrave Macmillan, p.6.
  16. Lasica, J.D. (2003) Blogs and Journalism Need Each Other, Nieman Reports, Fall 2003 pp. 71-74 [online] http://www.ufrgs.br/limc/participativo/pdf/need.pdf (Accessed: 01/06/13)
  17. Bruns, Axel and Highfield, Tim, (2012) "Blogs, Twitter, and Breaking News: The Produsage of Citizen Journalism." In Rebecca Ann Lind, ed., Produsing Theory in a Digital World: The Intersection of Audiences and Production. New York: Peter Lang,