Bruns (creative industries, Queensland U. of Technology, Australia) looks beyond the hype generated by social network peddlers to examine the growth of participatory online culture and establish its core principles. He describe how, unlike so many other data generation systems that were completely exclusionary, this one can be capable of continuous creation and extension of production. He builds the idea of "produsage" to examine the contributions of open source software development, blogs, citizen online journalism, wiki, folk knowledge, use of materials by mass media, education of academia and the possibility of the growth and support of democracy, as long as we pay the right people for access. Annotation ©2008 Book News, Inc., Portland, OR (booknews.com)