Title
Spreadable Media: Creating Value and Meaning in a Networked Culture (Postmillennial Pop, 15),Used
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How sharing, linking, and liking have transformed the media and marketing industriesSpreadable Media is a rare inside look at todays everchanging 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 The days of corporate control over media content and its distribution have been replaced by the age of what the digital media industries have called usergenerated content.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 stickinessaggregating attention in centralized placeswith spreadabilitydispersing 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 mediafrom both the US and around the worldthe 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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- Q: What is the main theme of 'Spreadable Media'? A: 'Spreadable Media' explores how sharing, linking, and liking have transformed the media and marketing industries, emphasizing the shift from corporate control to user-generated content.
- Q: Who are the authors of this book? A: The book is authored by Henry Jenkins, along with co-authors who contribute to its insights on participatory culture.
- Q: What topics are covered in 'Spreadable Media'? A: The book covers topics such as viral content, audience engagement, participatory culture, and the impact of social media on content distribution.
- Q: Is there a focus on real-world examples in the book? A: Yes, 'Spreadable Media' includes modern examples from online activism, film, music, television, and advertising, illustrating its concepts in real-world contexts.
- Q: What type of readers would benefit from this book? A: The book is ideal for anyone interested in media studies, marketing, communication, and those who actively create and share content.
- Q: What is the format and condition of the book? A: 'Spreadable Media' is available in paperback format and is in new condition.
- Q: How many pages does the book have? A: The book contains 352 pages, providing a comprehensive exploration of its themes.
- Q: When was 'Spreadable Media' published? A: 'Spreadable Media' was published on April 3, 2018, and includes a new afterword discussing recent changes in the media industry.
- Q: Does the book address the evolution of audience participation? A: Yes, the book discusses the evolution of audience participation and its implications for media and marketing practices.
- Q: What is the significance of 'spreadability' mentioned in the book? A: 'Spreadability' refers to how content is disseminated widely through networks, contrasting with 'stickiness', which focuses on attracting attention to centralized locations.