A Study On The Relationship Of Prosumption From Information Technology Perspective

From the original prosumer who produced and consumed themselves in the social structure based on tribes and families in the period of low productivity,to the opposition between production and consumption in the industrial era,and then to the "prosumtion" that emerged at the end of the 20 th century,human practice of production and consumption is not carried out according to the strict linear logic of "from production to consumption",but a dynamic process.Especially as mankind enters the digital age,the realistic trend of continuous blending of production and consumption activities makes it a new proposition to rethink the status and relationship between production and consumption.The "fusion view" of the relationship between production and consumption has become the key to solve the proposition.The understanding of the integration nature of production-consumption relationship and the grasp of the development path of integration relationship form are not only a new perspective to understand and grasp the changes of social structure in the information age,but also a prerequisite to adjust marketing communication activities based on prosumption practice.First of all,this thesis reviews the relevant study of prosumptionists,traces the theoretical origin of the "fusion view" of production and consumption,and tries to put forward a new cognitive paradigm of production and consumption in order to subvert the traditional opposite cognition of production and consumption.Secondly,this thesis focuses on the practice of prosumption,and from a unique perspective of information technology,this paper analyzes the changes of the relationship between production and consumption on the basis of summarizing the rule of "Anthropotropic " technology by reviewing the evolution of technological practice in the context of productivity at different stages of human society,in order to build a macro evolution framework of production-consumption relationship from history to the future.Finally,the thesis provides new inspiration for the current marketing communication practice under the "fusion view" of production and consumption,and return to the guidance of theory to social practice.Under the two-dimensional analysis of theory and practice,this thesis has drawn several concusions as follows:First,the theory of prosumption has gone throughfour stages of development accompanied by unique stage marks and theoretical achievements;second,the concept of prosumption contains the dialectical relationship between the production and consumption,and is characterized by Ritzer's prosumption continuum;third,information technology under the interpretation of instrumental theory plays an important role in the process of integration of production-consumption relationship,and it constructs a double-helix interaction path in the historical connection with production-consumption relationship;last,prosumption show different forms in different periods of human communication stage,with the development logic from original prosumption to intelligent presumption.