Abstract
The paper discusses the issue of authorship and photography in context of user generated content. At first, it demonstrates 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). The author focuses here on this shift from poststructuralistic viewer towards produser in relation to photography.