iPro user : a case study of pro-am photographers in Malaysia travel magazine

2012

In the digital era, centralized media is moving towards de-centralized and globalized network. This development changes the relationship between mass media and their audiences, remodels the connection among media users and expands traditional roles of consumers. Consumer behavior changes blur the distinction between producer-consumer, professional-amateur, and work-leisure. With a title of ‘iPro User’ which refers to ‘I am a productive and professional user’, this paper is applying ‘pro-am’ model with a framework of ‘prosumer’ to investigate why and how a group of professional amateurs are networked together and utilize digital devices to participate as content contributors. This prosumptio…