QUT Digital Repository: http://eprints.qut.edu.au/ This is the post-print, accepted version of this book chapter. Published as: Bruns, Axel (2010) Vom Prosumenten zum Produtzer. In: Blättel-Mink, Birgit and Hellmann, Kai-Uwe, (eds.) Prosumer Revisited: Zur Aktualität einer Debatte. VS Verlag für Sozialwissenschaften, Wiesbaden, pp. 191-205. © Copyright 2010 Axel Bruns