Spreadable Media: Creating Value and Meaning in a Networked Culture (Postmillennial Pop)

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9780814743508: Spreadable Media: Creating Value and Meaning in a Networked Culture (Postmillennial Pop)
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Spreadable Media Provides a clear understanding of how people are spreading ideas and the implications these activities have for business, politics, and everyday life Full description

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Review:

"Spreadable Media is an essential read for anyone who wants to understand how media works today."-" Deep Media ",

"The best analysis to date of the radically new nature of digital social media as a communication channel. Its insights, based on a deep knowledge of the technology and culture embedded in the digital networks of communication, will reshape our understanding of cultural change for years to come."-Manuel Castells, Wallis Annenberg Chair of Communication Technology and Society, University of Southern California

"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"

"In Spreadable Media, media theorist Henry Jenkins, formerly of MIT and now at USC, and his coauthors, digital strategists Sam Ford and Joshua Green, make a convincing case that fan involvement in the re-creation and circulation of media content is not just an interesting side effect of man-to-many multimedia networks and smartphone video editing apps, but a significant force for empowerment and exploitation in and of itself...If you are in the music, move, television, or game business, this book is a must read."-"Strategy and Business"

"Solid analysis and detailed examples to make it sticky enough for the intended readerships of media scholars, media professionals, and fans."-"International Journal of Communication"

"A wide-ranging examination of the contemporary media environment as individuals increasingly control their own creation of content."-"Kirkus"

"Content today, the authors suggest, can travel not only from the top down but also from the inside out. It is a remarkably different terrain than what we have been used to, one they effectively and stridently analyze."-" Publishers Weekly "

"Spreadable Media is an essential read for anyone who wants to understand how media works today."-"Deep Media"

"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"

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""

About the Author:

Henry Jenkins is the Provost’s Professor of Communication, Journalism, Cinematic Arts and Education at the University of Southern California.

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Book Description Hardcover. Condition: New. 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. Seller Inventory # 5417134

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Book Description New York University Press, United States, 2013. Hardback. Condition: New. Language: English . Brand New Book. How sharing, linking, and liking have transformed the media and marketing industries Spreadable Media is a rare inside look at today s 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. 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 stickiness -aggregating attention in centralized places-with spreadability -dispersing 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 media-from both the U.S. and around the world-the 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. Seller Inventory # AAS9780814743508

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Book Description New York University Press, United States, 2013. Hardback. Condition: New. Language: English . Brand New Book. How sharing, linking, and liking have transformed the media and marketing industries Spreadable Media is a rare inside look at today s 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. 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 stickiness -aggregating attention in centralized places-with spreadability -dispersing 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 media-from both the U.S. and around the world-the 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. Seller Inventory # AAS9780814743508

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Book Description Hardcover. Condition: New. Hardcover. 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 dir.Shipping may be from multiple locations in the US or from the UK, depending on stock availability. 352 pages. 0.658. Seller Inventory # 9780814743508

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