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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 The days of corporate control over media content and its distribution have been replaced by the age of what the digital media industries have called usergenerated content.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 page count of 'Spreadable Media'? A: This book has three hundred fifty-two pages. It provides an in-depth exploration of media culture and audience participation.
- Q: What are the dimensions of 'Spreadable Media'? A: The dimensions are six inches in length, one inch in width, and nine point zero two inches in height. These measurements make it easy to handle and read.
- Q: What type of binding does 'Spreadable Media' have? A: This book is available in paperback binding. The soft cover makes it lightweight and portable.
- Q: How do I use 'Spreadable Media' effectively? A: You can read 'Spreadable Media' to understand current media trends and audience engagement. It is suitable for anyone interested in media studies or marketing.
- Q: Is 'Spreadable Media' appropriate for beginners in media studies? A: Yes, it is suitable for beginners. The book explains complex concepts in an accessible manner, making it ideal for new learners.
- Q: What topics are covered in 'Spreadable Media'? A: It covers topics like participatory culture, media sharing, and the evolution of audience engagement. These themes are relevant for understanding modern media dynamics.
- Q: How do I keep 'Spreadable Media' in good condition? A: Store it in a dry place and avoid direct sunlight. This will help preserve its quality over time.
- Q: Are there any special care instructions for 'Spreadable Media'? A: No special care is needed beyond typical book care. Just keep it clean and avoid bending the pages.
- Q: What if my copy of 'Spreadable Media' arrives damaged? A: You should contact the seller for a return or exchange. Most sellers have a policy for damaged items.
- Q: Can I return 'Spreadable Media' if I don't like it? A: Yes, you can usually return it within a specified time frame. Check the seller's return policy for details.
- Q: Is 'Spreadable Media' suitable for academic research? A: Yes, it is suitable for academic research. The book provides valuable insights and references on media studies and marketing.
- Q: How does 'Spreadable Media' compare to other media studies books? A: It offers a unique perspective on participatory culture, unlike many traditional media studies books that focus on corporate control.
- Q: What makes 'Spreadable Media' a good choice for marketing professionals? A: It provides insights into audience engagement and the impact of user-generated content, which are crucial for modern marketing strategies.
- Q: Is there an afterword in 'Spreadable Media'? A: Yes, there is a new afterword addressing recent changes in the media industry. It discusses audience participation and current media practices.
- Q: Who is the author of 'Spreadable Media'? A: The author is Henry Jenkins. He is a well-known figure in media studies and cultural analysis.