Media Prosumerism as a Phenomenon and Information Product Production Technology

Abstract

The relevance of studying media prosumerism is necessitated by the total transformation the media system the media system, where the  traditional linear communication model is  giving way to  a  network structure, and the boundary between producer and consumer is permanently blurring. In the modern digital era, media prosumerism emerges not merely as a form of user behavior but as a fundamental technology for information product, defining the operational logic of the global media space. The aim of the article is to provide a comprehensive theoretical substantiation of media prosumerism as a synthesis of a socio-cultural paradigm shift (phenomenon) and an instrumental mechanism for creating media texts (technology), while also identifying the specifics of its implementation under existential challenges. To address the established tasks, including a genetic analysis of the concept, a typology of prosumer practices, and a comparison of global models with national realities, a complex of methods was applied: a systems approach, terminological analysis, the case method (exemplified by TikTok and Instagram), discourse analysis according to Rodney Jones, as well as mathematical modeling and analysis of variance to evaluate the efficiency of artificial intelligence algorithms on media platforms. Research results allowed for the identification of six key types of media prosumerism (DIY, customization, self-tracking, collaborative technologies, automated production, etc.) and established that the value of modern content is directly dependent on the level of «creator interactivity». It is proven that while the Western model of media prosumerism often functions as a «velvet cage» of algorithmic management and the exploitation of «free labor,» the Ukrainian model has transformed into a form of digital activism and an instrument of national resistance. The conclusions substantiate that a high level of media competence and value orientation allow for the transformation of control tools into tools of liberation, ensuring the digital freedom of Homo digitalis. The scientific and practical experience of Borys Grinchenko Kyiv Metropolitan University confirms that developing media mastery by placing the student in the position of a creator serves as a safeguard against manipulative narratives and a foundation for national resilience.