Prosumers of Hybrid Entertainment-Educational Communication in a Media Convergence Environment

Abstract

Communication technology is changing the way of interacting by combining face-to-face classroom and online meetings. The YouTube channel is an alternative learning center where participants can share educational content. Participants act as producers and consumers of all knowledge products and simple technology. This paper discusses the involvement and characteristics of producers-consumers (prosumers) in producing, distributing, and consuming entertainment-educational content on Social Network Sites (SNS), especially YouTube. This paper also discusses changes in the educational landscape from and for fellow participants in online media as a consequence of media convergence by promoting a hybrid-learning alternative education model that combines informal contexts and formal education. Systematic Literature Review (SLR) is used as a research method to analyze several dimensions related to entertainment education, such as student and teacher knowledge and skills, antecedents, hybrid-learning cycles, Bloom's level of taxonomy, enactment, and prosumer outcomes in a model. YouTube content for prosumers is an entertaining sharing of knowledge for a safer, healthier, and happier life. Specifically, prosumers make YouTube and other social media as online classroom channels for completing school and university assignments and as fun learning centers to achieve the best academic performance. The existence of prosumers in hybrid education refers to the Flipped model by considering Bloom's taxonomy as practice and reflection in the cycle. The highest level in Bloom's is "creating" after prosumers did "evaluating," "analyzing," "applying," "understanding," and "remembering" as the lower levels. The implications of this research reflects the importance of development of entertainment-education contents as an alternative educational channel.