Digital Divide in Social Media Prosumption: Proclivity, Production Intensity, and Prosumer Typology Among College Students and General Population

• In Event: ICA Plenary Interactive Paper/Poster Session and Reception
  In Interactive Paper Session: Information Systems Interactive Poster Session

Abstract

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 user-generated 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.

Authors

• Louisa Ha, Bowling Green State U

• Gi Woong Yun, Bowling Green State U