ПРОИЗВОДСТВО-ПОТРЕБЛЕНИЕ: НОВЫЙ СОЦИАЛЬНЫЙ ФЕНОМЕН / Телемост с Джорджем Ритцером Prosumption: A new social creature / Telebridge with George Ritzer; Higher school of economics (Moscow, Russia) – University of Maryland (College Park, USA), 11 December 2009 Джордж Ритцер (род. 1940) Американский социолог, один из лидеров современной социологии, заслуженный профессор Мэрилендского университета (США). <...> Participants GR – George Ritzer, University of Maryland NP – Nikita Pokrovsky, HSE NJ – Nathan Jurgenson, University of Maryland PJ – P.J. Rey, University of Maryland AB – Alex Boklin, HSE TR – Tatiana Razumovskaya, HSE Q – Questions from HSE MA students GR: I have long been working on the topic of prosumption although I did not have the term «presumption». <...> The term first appears in Alvin Toffler’s work in 1980 and was very popular, but I don’t think that his use of the concept of prosumption had very strong effect on me nor on very many people. <...> There are 392 Производство-потребление: Новый социальный феномен / Телемост с Джорджем Ритцером many other things about Toffler’s work that caught people’s attention – not that one in particular. <...> When I was writing the book on McDonaldization and writing about the issues of efficiency I started talking about the idea that one of the ways in which McDonalds made operations efficient was to put customers to work. <...> Some years later I started to think about this phenomenon in terms of a continuum: on the one hand we have a pure consumer – someone who does nothing but consume; and on the other hand we have a pure producer, if such thing is possible, where there is no consumption going on. <...> At one point I played with terminology of using the term «prosumer» in a more limited sense to be the kind of person who is more producer than consumer: a prosumer would be toward the production end of the continuum. <...> Then I played on the other end of the continuum with the idea of what I all «conducer», which is obviously just reversing the priorities. <...> I found it so unpleasant that I actually never did <...>