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Postscript on Contribution Societies Antonio Ceraso Depaul University, Aceraso@Depaul.Edu Criticism Volume 53 Article 10 Issue 3 Open Source 2011 Postscript on Contribution Societies Antonio Ceraso DePaul University, [email protected] Follow this and additional works at: http://digitalcommons.wayne.edu/criticism Recommended Citation Ceraso, Antonio (2011) "Postscript on Contribution Societies," Criticism: Vol. 53: Iss. 3, Article 10. Available at: http://digitalcommons.wayne.edu/criticism/vol53/iss3/10 POSTSCRIPT ON Surveying the landscape of mid- century industrial society, Theodor CONTRIBUTION Adorno and Max Horkheimer ob- SOCIETIES served the strange role of variety Antonio Ceraso in consumer and cultural goods. The techniques of mass production Cognitive Surplus: Creativity and in the factories and studio system Generosity in a Connected Age by had, oddly enough, managed to Clay Shirky. New York: Penguin produce not a surface of sameness, Press, 2010. Pp. 448. $39.95 cloth. but a great diversity of things. On the one hand, however, the diver- sity of goods that faced consumers Mashed Up: Music, Technology, was merely apparent, decipherable and the Rise of Configurable as false by “any child with a keen Culture by Aram Sinnreich. interest in variety.” On the other Science/Technology/Culture hand, the variety of offerings on series. Amherst: University of the market was functional and ef- Massachusetts Press, 2010. Pp. fective at securing the social order. 240, 10 illustrations. $80.00 cloth, “Something is provided for all,” $24.95 paper. Adorno and Horkheimer gloom- ily observed, “so that none may For a New Critique of Political escape.”1 If the Frankfurt school Economy by Bernard Stiegler. theorists could peer into contempo- Translated by Daniel Ross. rary culture, they would observe a Cambridge, MA: Polity, 2010. Pp. stunning intensification of variety, 154. $14.95 paper. as well as a search engine–opti- mized system for identifying and catering to niche desires that would make their imagined color-coded advertising maps seem quaint by comparison. The difference be- tween the cultural consumption analyzed by Adorno and Hork- heimer and today’s practices is not the variety, which has only prolifer- ated. Rather, it is the unidirectional character of being provided for. The subject of the industrial society is positioned as passive in this regard, whereas the consuming subject today is active and productive: the Criticism Summer 2011, Vol. 53, No. 3, pp. 499–515. ISSN 0011-1589. 499 © 2011 by Wayne State University Press, Detroit, Michigan 48201-1309 500 antonio CERASO famous prosumer we’ve heard so perspective, be seen as the pu- much about. tatively radical shift away from Today, as we’re told in nearly being-provided-for and toward every Web 2.0 business book, con- contribution. It was, of course, one sumers are not merely provided of the signal achievements of cul- with a variety of goods. Prosumers tural studies (or its most notable actively codevelop and coproduce; ideological production—the jury’s successful production depends on still out), to show that the passive empowering prosumers and valu- consumer of Adorno and Hork- ing their contributions. And such heimer’s account was never quite statements need not be read cyni- as passive as they imagined, but if cally. The principle of free and open the variety of goods they saw fac- source software production—that ing the consumer has multiplied users will identify bugs and needed exponentially, the condition of features and contribute code as a being-provided-for has shifted its common resource— actually seems directionality completely. The first to work, and work beyond the lim- clause of their famous diagnosis— ited sphere of software program- “Something is provided for all”— ming. People contribute videos on might be better rewritten today as YouTube; contribute T-shirt de- “Everyone may contribute.” signs and ratings on Threadless; The second clause is trickier. contribute entries and up to the All this contribution in the area of minute updates on Wikipedia; con- new media is regarded as the es- tribute to the marketing of bands, cape itself, an escape from the pas- films, books, political candidates by sivity, limitations, and gatekeeping sharing, linking, and liking them functions of the old media. Using on Facebook; contribute images Twitter, in this sense, is not merely on Flickr; contribute artwork and a matter of coproducing the infor- music and poetry with Creative mation sphere. It is, both in the ag- Commons licenses; contribute end- gregate and at the individual level a less commentary, opinions, fan fic- reassertion of publicness that both tion, breaking news, and survey overcomes and surpasses the limits data on Twitter, on blogs, and on and controls of mass media. This news sites; and so on. This is, in- is, of course, well-worn territory. deed, where the first version of the The notion that people are empow- World Wide Web fell short, still ered by all this contribution might asking its users to submit informa- even be the dominant thought of tion, in order to be better provided our current media sphere. If there for. The shift from the submit are disputes, they revolve around button of Web 1.0 to the share whether such contributions are button of Web 2.0 can, from this repressed and restricted (through ON CONTRIBUTION SOCIETIES 501 intellectual property laws), or even- “diversion of savings from house- tually co-opted, folded into the very hold economies to . securities,” media systems from which they are economist Christian Marazzi high- thought to free people. lights the role of the defined-con- The positions are perhaps less tribution plan: “[I]t was 1981 that clear-cut in other areas of contri- saw the first defined-contribution bution. The value of the state as pension plan, the 401(k) program, the provider of last resort seems to which, differently from the ear- experience a dramatic price drop lier defined-benefit plans, makes just as the tendency to contrib- pension fund benefits dependent ute media content explodes; today on returns from the securities in consumers contribute, sometimes which the funds are invested.” indirectly and sometimes deliber- The emergence of the 401(k) and ately, the now commonplace “por- similar contribution plans was con- tion of the proceeds” to all kinds nected, according to Marazzi, with of charitable causes. The number the late-1970s “politico-economic of grant-making foundations has crisis of the international Ford- more than tripled since 1975, while ist model;” financialization was independent giving and corporate driven by monetary policies and foundation giving have both seen other policy decisions that had as similar growth since the late 1980s. their goal “draining off savings in It might be easy enough, then, to order to reinforce stock market fi- detect the resonance between what nancing of the economy” (16–17). Richard Barbrook famously labeled The old defined-benefit pensions the “Hi-Tech Gift Economy” that of the manufacturing sector might we see emerging on the Internet thus be aligned with the being- and growth in the nonprofit sector provided-for model of Fordism. (the low-tech gift economy?) since The subject participating in the the 1970s and 1980s. If being-pro- defined-contribution plan, on the vided-for invokes the passive con- other hand, looks much more like sumer of the bad old days in Web the prosumer (a term itself, inci- 2.0 discourse, it might also invoke dentally, invented during the same the so-called entitlements of the in- period) when it comes to the status dustrial state apparatus, themselves of and relationship to the fund. In everywhere under threat.2 the recent labor protests in Wiscon- Other kinds of contributions sin, labor activists focused primar- that emerged from and became ily on the efforts of the conservative common since the 1970s and 1980s governor and legislature to strip could be added to the mix, especially public employee unions of their col- in the area of finance. In describing lective bargaining rights, which the what he calls financialization, or the activists identified as the long-term 502 antonio CERASO threat. The more immediate ques- be sure, sound a discordant note at tion, however, involved the level of first. The beats may match better contribution to state employee re- when we learn that a primary area tirement funds: how much should of tension in free and open source be contributed (which is to say, pro- projects today is the character of vided) by the state, and how much contribution agreements, which should be contributed by individu- stipulate the legal status of contrib- als. The unions offered near total uted code; the other time people concessions on this question, pre- commonly encounter contribution sumably a political and rhetorical agreements is, of course, when they loser.3 sign up for their 401(k) or 403(b) Mashing up these admittedly plans. very different domains can be jus- The three texts under review tified, I hope, if the resultant mix here provide readers with an entry serves to open or extend investiga- into mixed forms of contribution tions that critically parse out and by working through the character examine the forms of contribution of contribution in multiple politi- people engage in, and their politi- cal, economic, and aesthetic reg- cal, economic, and aesthetic func- isters. In both its argument and tions. Much of the critical inquiry accessible style, Clay Shirky’s Cog- around what we’ve called, in this nitive Surplus is perhaps the most issue, open source culture has po- familiar, especially to readers of sitioned its practices against tra- other popular studies of network ditional models of property and culture, or, indeed, Shirky’s pre- economic organization, or against vious blockbuster Here Comes originality in aesthetic produc- Everybody: The Power of Organiz- tion.
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