Spreadable Media
Creating Value and Meaning in a Networked Culture
By Henry Jenkins, Joshua Green, Sam Ford | Publisher: NYU Press
About the book
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 The days of corporate control over media content and its distribution have been replaced by the age of what the digital media industries have called “user-generated content.”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 US 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.
Editions of Spreadable Media
- Hardcover
- ISBN 9780814743508
- Paperback
- ISBN 9781479856053
Read an Excerpt
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 The days of corporate control over media content and its distribution have been replaced by the age of what the digital media industries have called “user-generated content.”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 US 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.
Frequently Asked Questions
What is Spreadable Media about?
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 US 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.
What core themes, tropes, or subjects are explored in Spreadable Media?
Law > Laws of specific jurisdictions and specific areas of law > Entertainment and media law
Where can I read a sample of Spreadable Media?
You can read an official preview of the few pages here https://www.book2look.com/book/9780814743508
How long is Spreadable Media and how many pages does it have?
Spreadable Media has 352 page(s)
Is Spreadable Media part of a series, and can it be read as a standalone?
Yes it is a part of series Postmillennial Pop
Who is/are the Author/s of the book Spreadable Media?
Henry Jenkins, Joshua Green, Sam Ford
Who is the Publisher of the book Spreadable Media?
NYU Press
What are the ISBN numbers for the physical and digital editions?
Spreadable Media is available as hardcover(ISBN 9780814743508) and paperback(ISBN 9781479856053)
Where can I buy Spreadable Media online or support local independent bookshops?
You can buy Spreadable Media from below
Where can I buy Spreadable Media?