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American futurologist Alvin Toffler is largely credited with creating the term ‘prosumer’ in his 1980 book The Third Wave: The Classic Study of Tomorrow (Toffler, 1980). He combined the words ‘producer’ and ‘consumer’ to form ‘prosumer’, as consumers had become producers of goods and services. There are many examples of this, such as Wikipedia where individuals both add and consume content on the site. This is one of the many reasons it contains errors – you or I can add content that may or may not be accurate, true or relevant.

Other examples are user-generated content (see Chapter 4), where consumers post images of products purchased, producing free advertising material for companies.