A lot of the commentary on blogging and its forms ignores the reality of Web 2.0 and the emergence of produsers. The commentary is bounded by the old industrial forms of production and consumption.

Axel Bruns in his paper The Future Is User-Led: The Path towards Widespread Produsage explores the shift signified by Web 2.0 and produser. He says that:

In the emerging social software, ‘Web2.0’ environment, the production of ideas takes place in a collaborative, participatory mode which breaks down the boundaries between producers and consumers and instead enables all participants to be users as much as producers of information and knowledge, or what can be described as produsers. These produsers engage not in a traditional form of content production, but are instead involved in produsage – the collaborative and continuous building and extending of existing content in pursuit of further improvement. abilities, and above all the interest and enthusiasm to use them.

Bruns illustrates withe example of Wikipedia:

In this model, control over content rests squarely with the producers: they decide upon the nature of the content itself, including any changes or updates from previous versions of the encyclopaedia, and upon its packaging as a complete product – that is, the definition of discrete (annual, full, condensed) versions of the product, the timing of version releases, and the nature of the content creation model of Wikipedia differs in a number of significant areas from the traditional, industrial-age model of production and distribution adhered to by traditional encyclopaedias. To begin with, the role of the distributor has disappeared altogether – the Web and its underlying carrier medium, the Internet, perform this function now. But more importantly, the producer as a distinct category and agent in the value chain has also been transformed – users themselves are now also potentially producers of content in this encyclopaedia (which is why we will soon describe this as a hybrid produser role), and the value chain as experienced by each user has been condensed to a single point ...which connects with the experiences of the other participants in the Wikipedia to form a network of collaborative content creation.