Spreadable Media: Creating Value and Meaning in a Networked

Spreadable Media: Creating Value and Meaning in a Networked Culture (Postmillennial Pop Book 15)

Spreadable Media maps 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 â€œstickinessâ€â€”aggregating attention in centralized placesâ€”with â€œspreadabilityâ€â€”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 â€œspreadabilityâ€ describes the ways content travels through social media.

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Following up on the hugely influential Convergence 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 â€œmemesâ€ and â€œviralâ€ to the concept of â€œWeb 2.0â€ and the popular notion of â€œinfluencers.â€ Spreadable Media examines 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 â€œhearingâ€ to â€œlisteningâ€ in corporate culture.

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Drawing on examples from film, music, games, comics, television, transmedia storytelling, advertising, and public relations industries, among othersâ€”from both the U.S. and around the worldâ€”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 Media provides a clear understanding of how people are spreading ideas and the implications these activities have for business, politics, and everyday life.
Country USA
Manufacturer NYU Press
Binding Kindle Edition
ReleaseDate 2013-01-21
Format Kindle eBook

Country	USA
Manufacturer	NYU Press
Binding	Kindle Edition
ReleaseDate	2013-01-21
Format	Kindle eBook

Spreadable Media: Creating Value and Meaning in a Networked Culture (Postmillennial Pop Book 15)

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