Creating Value and Meaning in a Networked Culture
by Henry Jenkins, Sam Ford, and Joshua Green
Pub Date 15 Feb 2013
In short, Spreadable Media argues that if it doesn't spread, it's dead.
Following up on the hugely influential Convergence Culture, this book challenges some of the prevailing metaphors and frameworks used to describe contemporary media, from biological metaphors like "memes" and "viral" to the concept of "Web 2.0" and the popular notion of "influencers." 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 "hearing" to "listening" in corporate culture.
Drawing on examples from film, music, games, comics, television, transmedia storytelling, advertising, and public relations industries, among others-from both the U.S. and around the world-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 media scholars, professionals from the marketing and media industries, 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.
Henry Jenkins is Provost's Professor of Communication, Journalism, Cinematic Arts, and Education at USC. He is author of five books, most recently Convergence Culture (2006), Fans, Bloggers, and Gamers (2006), The Wow Climax (2006), all available from NYU Press, and is co-author or editor of eight other books on media and communication.
Sam Ford is Director of Digital Strategy with Peppercom 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 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).
"A wide-ranging examination of the contemporary media environment as
individuals increasingly control their own creation of content."