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Spreadable media : creating value and meaning in a networked culture

Author: Henry Jenkins; Sam Ford; Joshua Green
Publisher: New York : New York University Press, ©2013.
Series: Postmillennial pop.
Edition/Format:   eBook : Document : EnglishView all editions and formats
Summary:
"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 "stickiness"--Aggregating attention in centralized places--with "spreadability"--dispersing content widely through both formal and informal networks, some approved, many  Read more...
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Genre/Form: Electronic books
Additional Physical Format: Print version:
(DLC) 2012028526
Print version:
Jenkins, Henry, 1958-
Spreadable media.
New York ; London : New York University Press, ©2013
(DLC) 2012028526
(OCoLC)794040385
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Henry Jenkins; Sam Ford; Joshua Green
ISBN: 9780814743515 081474351X 9780814743904 0814743900
OCLC Number: 825753502
Description: 1 online resource (xv, 351 pages).
Contents: Where Web 2.0 went wrong --
Reappraising the residual --
The value of media engagement --
What constitutes meaningful participation? --
Designing for spreadability --
Courting supporters for independent media --
Thinking transnationally.
Series Title: Postmillennial pop.
Responsibility: Henry Jenkins, Sam Ford, & Joshua Green.

Abstract:

Provides a clear understanding of how people are spreading ideas and the implications these activities have for business, politics, and everyday life  Read more...

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"Spreadable Media is an essential read for anyone who wants to understand how media works today."-Deep Media "Finally, a way of framing modern media creation and consumption that actually reflects Read more...

 
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    schema:description ""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 "stickiness"--Aggregating attention in centralized places--with "spreadability"--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 "spreadability" describes the ways content travels through social media. 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 "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 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."--Book description."@en ;
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