Spreadable Media: Creating Value and Meaning in a Networked Culture

Spreadable Media: Creating Value and Meaning in a Networked Culture

by Henry Jenkins, Sam Ford, Joshua Green

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Product Details

ISBN-13: 9780814743508
Publisher: New York University Press
Publication date: 01/21/2013
Series: Postmillennial Pop Series
Pages: 352
Product dimensions: 5.90(w) x 9.10(h) x 1.30(d)

About the Author

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

Sam Ford 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).


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).

Table of Contents

Acknowledgments
How to Read This Book
Introduction: Why Media Spreads
1 Where Web 2.0 Went Wrong
2 Reappraising the Residual
3 The Value of Media Engagement
4 What Constitutes Meaningful Participation?
5 Designing for Spreadability
6 Courting Supporters for Independent Media
7 Thinking Transnationally
Conclusion
Notes
References
Index
About the Authors

What People are Saying About This

From the Publisher

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

“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

"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

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