By Henry Jenkins, Joshua Green, Sam Ford

Spreadable Media maps basic adjustments happening in our modern media surroundings, an area the place organizations not tightly regulate media distribution and lots of people are at once excited about the stream of content material. It contrasts “stickiness”—aggregating consciousness in centralized places—with “spreadability”—dispersing content material broadly via either formal and casual networks,some licensed, many unauthorized. Stickiness has been the degree of good fortune within the broadcast period (and has been carried over to the net world), yet “spreadability” describes the methods content material travels via social media.

Following up at the highly influential Convergence tradition: the place outdated and New Media Collide, this publication demanding situations many of the winning metaphors and frameworks used to explain modern media, from organic metaphors like “memes” and “viral” to the idea that of “Web 2.0” and the preferred thought of “influencers.” Spreadable Media examines the character of viewers engagement,the atmosphere of participation, the best way appraisal creates value,and the transnational flows on the center of those phenomena. It delineates the weather that make content material extra spreadable and highlights rising media company versions outfitted for a global of participatory circulate. The e-book additionally explores the interior tensions businesses face as they adapt to the hot verbal exchange truth and argues for the necessity to shift from “hearing” to “listening” in company culture.

Drawing on examples from movie, tune, video games, comics, television,transmedia storytelling, advertisements, and public kinfolk industries,among others—from either the U.S. and round the world—the authors illustrate the contours of our present media environment.They spotlight the vexing questions content material creators needs to take on and the duties all of us face as electorate in a global the place many folks usually flow media content material. Written for any and we all who actively create and percentage media content material, Spreadable Media presents a transparent realizing of ways individuals are spreading principles and the consequences those actions have for enterprise, politics, and daily life.

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As we question how and why content circulates today, it is all too easy to accept an inadequate answer, a theory of media distribution that makes a media text sound more like a smallpox-infected blanket. Many observers described the Susan Boyle phenomenon as an example of 16 Introduction “viral media,” a term whose popularity has been fueled by the rapid rise of social network sites alongside declining advertising rates and an extremely fragmented audience for broadcast media. Viral metaphors do capture the speed with which new ideas circulate through the Internet.

Something of the negative consequences of this simplified understanding of the viral are suggested by this passage from Neal Stephenson’s science fiction novel Snow Crash: “We are all susceptible to the pull of viral ideas. Like mass hysteria. Or a tune that gets into your head that you keep on humming all day until you spread it to someone else. Jokes. Urban Legends. Crackpot religions. Marxism. No matter how smart we get, there is always this deep irrational part that makes us potential hosts for self-replicating information” (1992, 399).

Marketers have also been using the metaphor to make sense of how their customers’ communication about a company now has the potential to circulate widely. Fifteen years ago, the degree to which audiences had direct access to brands, and vice versa, was limited. Direct mail may have targeted messages at particular customers. Brands with retail outlets had a direct customer touchpoint, but the brand ambassadors in this case — retail employees — were (and remain) among the least respected, trained, and compensated members of the organization.

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Spreadable Media: Creating Value and Meaning in a Networked Culture by Henry Jenkins, Joshua Green, Sam Ford


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