Spreadable Media Creating Value and Meaning in a Networked Culture

ISBN-10: 0814743501
ISBN-13: 9780814743508
Edition: 2012
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Description: Spreadable Mediamaps fundamental changes taking place in our contemporary media environment, a space where corporations no longer tightly control media distribution and many of us are directly involved in the circulation of content. It contrasts  More...

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Book details

List price: $29.95
Copyright year: 2012
Publisher: New York University Press
Publication date: 1/21/2013
Binding: Hardcover
Pages: 352
Size: 6.00" wide x 9.00" long x 1.25" tall
Weight: 1.606
Language: English

Spreadable Mediamaps fundamental changes taking place in our contemporary media environment, a space where corporations no longer tightly control media distribution and many of us are directly involved in the circulation of content. It contrasts “stickiness”—aggregating attention in centralized places—with “spreadability”—dispersing content widely through both formal and informal networks,some approved, many unauthorized. Stickiness has been the measure of success in the broadcast era (and has been carried over to the online world), but “spreadability” describes the ways content travels through social media. Following up on the hugely influentialConvergence Culture: Where Old and New Media Collide, this book challenges some of the prevailing metaphors and frameworks used to describe contemporary media, from biological metaphors like “memes” and “viral” to the concept of “Web 2.0” and the popular notion of “influencers.”Spreadable Mediaexamines the nature of audience engagement,the environment of participation, the way appraisal creates value,and the transnational flows at the heart of these phenomena. It delineates the elements that make content more spreadable and highlights emerging media business models built for a world of participatory circulation. The book also explores the internal tensions companies face as they adapt to the new communication reality and argues for the need to shift from “hearing” to “listening” in corporate culture. Drawing on examples from film, music, games, comics, television,transmedia storytelling, advertising, and public relations industries,among others—from both the U.S. and around the world—the authors illustrate the contours of our current media environment.They highlight the vexing questions content creators must tackle and the responsibilities we all face as citizens in a world where many of us regularly circulate media content. Written for any and all of us who actively create and share media content,Spreadable Mediaprovides a clear understanding of how people are spreading ideas and the implications these activities have for business, politics, and everyday life.

Henry Jenkins is Provost's Professor of Communication, Journalism and Cinematic Arts at the Annenberg School for Communication, University of Southern California. He is the coeditor of From Barbie to Mortal Kombat: Gender and Computer Games (MIT Press, 1998).

Sam Ford  is Director of Digital Strategy with Peppercomm Strategic Communications, an affiliate with the MIT Program in Comparative Media Studies and the Western Kentucky University Popular Culture Studies Program, and a regular contributor to Fast Company . He is co-editor of The Survival of the Soap Opera  (2011).

Acknowledgments
How to Read This Book
Introduction: Why Media Spreads
Where Web 2.0 Went Wrong
Reappraising the Residual
The Value of Media Engagement
What Constitutes Meaningful Participation?
Designing for Spreadability
Courting Supporters for Independent Media
Thinking Transnationally
Conclusion
Notes
References
Index
About the Authors

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