"Prosumer" is a word that Alvin Toffler coined on his book "the Third Wave" to describe a more fitting relationship that individuals should have to the economy. Our economy should not be divided up into a few large producers which create goods for the mass consumers, instead we must see that each of us is a producer and a consumer.
This should be true too, in other realms, like the
media. The media should not be the sole producer of news, consumed by the masses.
Prosumer is a good buzzword to awaken people's awareness: at "clubes de trueque"(barter clubs) in Argentina this word "prosumer"(in fact "prosumidor/dora" in Spanish) is frequently used to make people aware of the fact that they are both producers and consumers at the same time.