Pre-produsage and the remediation of virtual products
Jörgen Skågeby · New Review of Hypermedia and Multimedia · 2011
This paper introduces and explores cycles of pre-produsage and produsage. It reports on the results from an online ethnographical study of the Apple iPad conducted before the public release of the material product. Consequently, most users had not physically interacted with the device in question. Nevertheless, the release of the technical specifications and marketing material generated a massive amount of produsage-related online discussion. As such this paper explores the concept of pre-produsage. Pre-produsage is a form of predicted or expected use, relating to products or services that are only accessible to users as a form of representation (e.g. technical specification, virtual prototype, and design sketch), but with an added element of user-generated design suggestions, conflict coordination, and software development. Remediation—the process by which new digital media technologies reuses qualities of previous technologies and enters an existing media ecology—is a prevalent theme in pre-produsage and involves a tension between features that support protracted use and features that provide total innovation. The paper argues that an analysis of pre-produsage can provide insights that relate to both anticipated and actual user experience (UX). More specifically, pre-produsage analysis can trace the underlying reasons for a certain problem, intention, or concern and connect it to a specific set of features and potential solutions. Finally, the paper shows how proprietary products become subject to produsage, resulting in artifacts negotiated by cycles of produsage.