The work of mapping and the mapping of work: prosumer roles in crowdsourced maps

Abstract

This paper presents an analysis of crowdsourcing work with a particular focus on exploring what forces and characteristics of the collaboration practices and technologies encourage and discourage prosumer work behaviours. Data were gathered through depth interviews with prosumers of a crowdsourced digital nautical map, observational netnographic research of prosumers on angling forums, and interviews and meetings with the map providers. Incorporating research on consumer work and prosumption, three distinct prosumer roles are identified based on how angling prosumers differentially produce and consume the crowdsourced maps. These roles show multiple behaviours along the prosumption continuum, and in so doing extend the continuum by introducing a second dimension – work as private versus public prosumer activity. It concludes by offering suggestions for marketers to engage with prosumers in crowdsourcing contexts.