Crowdsourcing: Global search and the twisted roles of consumers and producers
探讨众包如何通过全球搜索创造四种价值，并分析其如何扭曲消费者与生产者的角色，导致“工作消费者”和“消费生产者”的出现，以及权力向生产者转移。
Crowdsourcing spreads and morphs quickly, shaping areas as diverse as creating, organizing, and sharing knowledge; producing digital artifacts; providing services involving tangible assets; or monitoring and evaluating. Crowdsourcing as sourcing by means of 'global search' yields four types of values for sourcing actors: creative expertise, critical items, execution capacity, and bargaining power. It accesses cheap excess capacities at the work realm's margins, channeling them toward production. Provision and utilization of excess capacities rationalize society while intimately connecting to a broader societal trend twisting consumers' and producers' roles: leading toward 'working consumers' and 'consuming producers' and shifting power toward the latter. Similarly, marketers using crowdsourcing's look and feel to camouflage traditional approaches to bringing consumers under control preserve producer power.