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    Spreadable Media: Creating Value and Meaning in a Networked Culture (Postmillennial Pop) (Hardback) By (author) Henry Jenkins, By (author) Sam Ford, By (author) Joshua Green

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    DescriptionSpreadable 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.


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  • Full bibliographic data for Spreadable Media

    Title
    Spreadable Media
    Subtitle
    Creating Value and Meaning in a Networked Culture
    Authors and contributors
    By (author) Henry Jenkins, By (author) Sam Ford, By (author) Joshua Green
    Physical properties
    Format: Hardback
    Number of pages: 352
    Width: 145 mm
    Height: 234 mm
    Thickness: 33 mm
    Weight: 658 g
    Language
    English
    ISBN
    ISBN 13: 9780814743508
    ISBN 10: 0814743501
    Classifications

    B&T Book Type: NF
    BIC E4L: MED
    B&T Modifier: Region of Publication: 01
    B&T Modifier: Academic Level: 05
    BISAC V2.8: SOC052000
    BIC subject category V2: JFD
    B&T General Subject: 750
    B&T Modifier: Subject Development: 10
    LC subject heading: ,
    BISAC V2.8: SOC022000
    Ingram Subject Code: PR
    Libri: I-PR
    Nielsen BookScan Product Class 3: S3.5
    B&T Modifier: Continuations: 02
    DC22: 302.23
    Warengruppen-Systematik des deutschen Buchhandels: 17780
    B&T Modifier: Text Format: 01
    B&T Merchandise Category: UP
    BISAC V2.8: TEC041000
    LC subject heading:
    B&T Approval Code: A34301800
    LC subject heading: ,
    BISAC V2.8: LAW096000
    LC subject heading: ,
    DC23: 302.23
    LC classification: P94.6 .J46 2013
    Ingram Theme: INDS/POPCUL
    Edition statement
    New ed.
    Publisher
    New York University Press
    Imprint name
    New York University Press
    Publication date
    15 February 2013
    Publication City/Country
    New York
    Review quote
    "Something new is emerging from the collision of traditional entertainment media, Internet-empowered fan cultures, and the norms of sharing that are encouraged and amplified by social media. Spreadable Media is a compelling guide, both entertaining and rigorous, to the new norms, cultures, enterprises, and social phenomena that networked culture is making possible. Read it to understand what your kids are doing, where Hollywood is going, and how online social networks spread cultural productions as a new form of sociality." -Howard Rheingold, author of Net Smart "By critically interrogating the ways in which media artifacts circulate, Spreadable Media challenges the popular notion that digital content magically goes 'viral.' This book brilliantly describes the dynamics that underpin people's engagement with social media in ways that are both theoretically rich and publicly meaningful."-Danah Boyd, Microsoft Research "Finally, a way of framing modern media creation and consumption that actually reflects reality and allows us to talk about it in a way that makes sense. It's a spreadable world and we are ALL part of it. Useful for anyone who makes media, analyzes it, consumes it, markets it or breathes." -Jane Espenson, writer-producer of Battlestar Galactica, Once Upon a Time, and Husbands "A wide-ranging examination of the contemporary media environment as individuals increasingly control their own creation of content." Kirkus Reviews, October 2012 "It's about time a group of thinkers put the marketing evangelists of the day out to pasture with a thorough look at what makes content move from consumer to consumer, marketer to consumer and consumer to marketer. Instead of latching on to the notion that you can create viral content, Jenkins, Ford, and Green question the assumptions, test theories and call us all to task. Spreadable Media pushes our thinking. As a result, we'll become smarter marketers. Why wouldn't you read this book?"-Jason Falls, CEO of Social Media Explorer and co-author of No Bullshit Social Media