Editing George Ritzer (section)

=== Prosumption ===
First coined by [[Alvin Toffler]] in 1980, the term [[Prosumer|prosumption]] is used by Ritzer and Jurgenson,<ref>{{citation |title=Production, Consumption, Prosumption : The nature of capitalism in the age of the digital 'prosumer' |journal=Journal of Consumer Culture |volume=10 |pages=13–36 |last1=Ritzer |first1=George |last2=Jurgenson |first2=Nathan |year=2010 |url=http://joc.sagepub.com/content/10/1/13.short |doi=10.1177/1469540509354673 |s2cid=145687378}}</ref> to break down the [[false dichotomy]] between production and consumption and describe the dual identity of economic activities. Ritzer argues that prosumption is the primordial form of economic activities, and the current ideal separation between production and consumption is aberrant and distorted due to the effect of both Industrial Revolution and post-WWII American consumption boom. It has only recently become popularly acknowledged that the existence of prosumption as activities on the internet and Web 2.0 resemble prosumption much more so than production or consumption individually. Various online activities require the input of consumers such as Wikipedia entries, Facebook profiles, Twitter, Blog, Myspace, Amazon preferences, eBay auctions, Second Life, etc.
Ritzer argues that we should view all economic activities on a continuum of prosumption with '''prosumption as production''' (p-a-p) and '''prosumption as consumption''' (p-a-c) on each pole.