Abstract
I discuss here the issue of authorship and photography in context of user generated content. At first, I demonstrate this principle via Roland Barthes' methodical shift from structuralistic studium towards poststructuralistic punctum, i.e. shift towards a viewer, who defines a key meaning of a photography.
The principle of empowering role of a viewer related to web 2.0 goes one step further as Axel Bruns suggests, that a viewer himself (user) becomes a producer of a content as well (produser). In relation to photography I focus here on this shift: from poststructuralistic viewer towards produser.