Spreadable Media: Creating Value and Meaning in a Networked Culture

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NYU Press, Apr 3, 2018 - 352 pages
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How sharing, linking, and liking have transformed the media and marketing industries

Spreadable Media is a rare inside look at today’s ever-changing media landscape. The days of corporate control over media content and its distribution have been replaced by the age of what the digital media industries have called “user-generated content.” Spreadable Media maps these fundamental changes, and gives readers a comprehensive look into the rise of participatory culture, from internet memes to presidential tweets.

The authors challenge our notions of what goes “viral” and how by examining factors such as the nature of audience engagement and the environment of participation, and by contrasting the concepts of “stickiness”—aggregating attention in centralized places—with “spreadability”—dispersing content widely through both formal and informal networks. The former has often been the measure of media success in the online world, but the latter describes the actual ways content travels through social media. The book explores the internal tensions businesses face as they adapt to this new, spreadable, communication reality and argues for the need to shift from “hearing” to “listening” in corporate culture.

Now with a new afterword addressing changes in the media industry, audience participation, and political reporting, and drawing on modern examples from online activism campaigns, film, music, television, advertising, and social media—from both the U.S. and around the world—the authors illustrate the contours of our current media environment. For all of us who actively create and share content, Spreadable Media provides a clear understanding of how people are spreading ideas and the implications these activities have for business, politics, and everyday life, both on- and offline.
 

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SPREADABLE MEDIA: Creating Value and Meaning in a Networked Culture

User Review  - Jane Doe - Kirkus

A wide-ranging examination of the contemporary media environment as individuals increasingly control their own creation of content.Jenkins (Communication and Journalism/Univ. of Southern California ... Read full review

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Book sTudy for knowlged i
i am like books and study

Contents

Why Media Spreads
1
Where Web 2 0 Went Wrong
47
Reappraising the Residual
85
The Value of Media Engagement
113
What Constitutes Meaningful Participation?
153
Designing for Spreadability
195
Courting Supporters for Independent Media
229
Thinking Transnationally
259
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About the author (2018)

Henry Jenkins is Provost's Professor of Communication, Journalism, Cinematic Arts, and Education at USC. He is author of five books, most recently Convergence Culture (2008), Fans, Bloggers, and Gamers (2006), The Wow Climax (2006), all available from NYU Press, and is co-author or editor of eight other books on media and communication.

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