Spreadable Media

Zusatztext

<p><b>How sharing, linking, and liking have transformed the media and marketing industries<br></b><br><i>Spreadable Media</i> is a rare inside look at todays ever-changing 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 The days of corporate control over media content and its distribution have been replaced by the age of what the digital media industries have called user-generated content.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.<br><br>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.<br><br>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,<i>Spreadable Media</i> 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.</p>

Autorenportrait

<b>Henry Jenkins (Author)</b><br><b>Henry Jenkins</b>is the Provosts Professor of Communication, Journalism, Cinematic Arts and Education at the University of Southern California. He is the author or editor of 20 books including<i>Textual Poachers: Television Fans and Participatory Culture</i>,<i>Convergence Culture: Where Old and New Media Collide</i>,<i>Spreadable Media: Creating Meaning and Value</i><i>in a Networked Society</i>, and<i>By Any Media Necessary: The New Youth Activists</i>. He blogs at henryjenkins.org and co-hosts the podcast<i>How Do You Like It So Far?</i><br><br><b>Sam Ford (Author)</b><br><b>Sam Ford</b>is Director of Digital Strategy with Peppercomm 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).<br><br><b>Joshua Green (Author)</b><br><b>Joshua Green</b> 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).<br><br>

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