Spreadable Media
Creating Value and Meaning in a Networked Culture
Published on 3. April 2018
Book
Paperback/Softback
352 pages
978-1-4798-5605-3 (ISBN)
Description
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 The days of corporate control over media content and its distribution have been replaced by the age of what the digital media industries have called "user-generated content."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.
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 The days of corporate control over media content and its distribution have been replaced by the age of what the digital media industries have called "user-generated content."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.
Reviews / Votes
"Content today, the authors suggest, can travel not only from the top down but also from the inside out. It is a remarkably different terrain than what we have been used to, one they effectively and stridently analyze." (Publishers Weekly) "In Spreadable Media, media theorist Henry Jenkins, formerly of MIT and now at USC, and his coauthors, digital strategists Sam Ford and Joshua Green, make a convincing case that fan involvement in the re-creation and circulation of media content is not just an interesting side effect of man-to-many multimedia networks and smartphone video editing apps, but a significant force for empowerment and exploitation in and of itself...If you are in the music, move, television, or game business, this book is a must read." (Strategy and Business) "It's about time a group of thinkers put the marketing evangelists of the day out to pasture with a thorough look at what makes content move from consumer to consumer, marketer to consumer and consumer to marketer. Instead of latching on to the notion that you can create viral content, Jenkins, Ford, and Green question the assumptions, test theories and call us all to task. Spreadable Media pushes our thinking. As a result, we'll become smarter marketers. Why wouldn't you read this book?" - Jason Falls,CEO of Social Media Explorer and co-author of No Bullshit Social Media "The best analysis to date of the radically new nature of digital social media as a communication channel. Its insights, based on a deep knowledge of the technology and culture embedded in the digital networks of communication, will reshape our understanding of cultural change for years to come." - Manuel Castells,Wallis Annenberg Chair of Communication Technology and Society, University of Southern California "By critically interrogating the ways in which media artifacts circulate, Spreadable Media challenges the popular notion that digital content magically goes & viral. This book brilliantly describes the dynamics that underpin people's engagement with social media in ways that are both theoretically rich and publicly meaningful." - danah boyd, Microsoft Research "Finally, a way of framing modern media creation and consumption that actually reflects reality and allows us to talk about it in a way that makes sense. It's a spreadable world and we are ALL part of it. Useful for anyone who makes media, analyzes it, consumes it, markets it or breathes." - Jane Espenson,writer-producer of Battlestar Galactica, Once Upon a Time, and Husbands "Something new is emerging from the collision of traditional entertainment media, Internet-empowered fan cultures, and the norms of sharing that are encouraged and amplified by social media. Spreadable Media is a compelling guide, both entertaining and rigorous, to the new norms, cultures, enterprises, and social phenomena that networked culture is making possible. Read it to understand what your kids are doing, where Hollywood is going, and how online social networks spread cultural productions as a new form of sociality." - Howard Rheingold,author of Net Smart "Solid analysis and detailed examples to make it sticky enough for the intended readerships of media scholars, media professionals, and fans." (International Journal of Communication) "Spreadable Media is an essential read for anyone who wants to understand how media works today." (Deep Media) "A wide-ranging examination of the contemporary media environment as individuals increasingly control their own creation of content." (Kirkus)More details
Series
Language
English
Place of publication
New York
United States
Target group
Professional and scholarly
Product notice
Paperback (trade)
Dimensions
Height: 225 mm
Width: 153 mm
Thickness: 24 mm
Weight
482 gr
ISBN-13
978-1-4798-5605-3 (9781479856053)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Other editions
Additional editions
Henry Jenkins | Sam Ford | Joshua Green
Spreadable Media
Creating Value and Meaning in a Networked Culture
E-Book
01/2013
New York University Press
€27.49
Available for download
Persons
Henry Jenkins (Author)
Henry Jenkins is Provost's Professor of Communication, Journalism, Cinematic Arts and Education at the University of Southern California. He is the author or coauthor of twenty books including Textual Poachers: Television Fans and Participatory Culture, Convergence Culture: Where Old and New Media Collide, Spreadable Media: Creating Value and Meaning in a Networked Culture, and By Any Media Necessary: The New Youth Activism.
Sam Ford (Author)
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).
Joshua Green (Author)
Joshua Green is a Strategist at digital strategy firm Undercurrent. With a PhD in Media Studies, he has managed research projects at MIT and the University of California. He is author (with Jean Burgess) of YouTube: Online Video and Participatory Culture (2009, Polity Press).
Henry Jenkins is Provost's Professor of Communication, Journalism, Cinematic Arts and Education at the University of Southern California. He is the author or coauthor of twenty books including Textual Poachers: Television Fans and Participatory Culture, Convergence Culture: Where Old and New Media Collide, Spreadable Media: Creating Value and Meaning in a Networked Culture, and By Any Media Necessary: The New Youth Activism.
Sam Ford (Author)
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).
Joshua Green (Author)
Joshua Green is a Strategist at digital strategy firm Undercurrent. With a PhD in Media Studies, he has managed research projects at MIT and the University of California. He is author (with Jean Burgess) of YouTube: Online Video and Participatory Culture (2009, Polity Press).