“Social Production” as a Market Strategy

“Social production” is defined as the result of “the coordinated creative energy of large numbers of people (usually with the aid of the Internet) into large, meaningful projects, mostly without traditional hierarchical organization.” (Wikipedia.org)

Given that definition, can social production build stronger market economies?  Will we create compelling financial incentives and rewards with more social cooperation?

“Social production” was cognitively described by Yochai Benkler in the Wealth of Networks. We often think of market and social production as mutually exclusive.  We mentally pit financial outcomes against egalitarian “free” outcomes. A good example is the open source versus traditional software licensing debates currently playing out in the Gov 2.0 movement in Washington D.C.