This paper examines the digital divide in social media prosumption. It compares college students’ and general population’s prosumption behavior in social media and proposes a set of measures of prosumption in online media settings with special emphasis on social media including prosumption proclivity, production intensity, and a prosumption index which can be used in future studies on social media and other usergenerated content sites. We classified prosumption behavior in a quadrant of four main types along the two dimensions of production and consumption. A polarized trend of prosumption was observed. Prosumption proclivity is a much stronger facilitator of social media consumption than participation or production intensity especially among college students.
Ha, Louisa and Yun, Gi Woong, "Digital Divide in Social Media Prosumption: Proclivity, Production Intensity, and Prosumer Typology among College Students and General Population" (2014). Media and Communications Faculty Publications. 10.
Journal of Communication and Media Research
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