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Spreadable Media (Postmillennial Pop)

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Notă GoodReads:
en Limba Engleză Hardback – 21 Jan 2013

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."

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Specificații

ISBN-13: 9780814743508
ISBN-10: 0814743501
Pagini: 352
Ilustrații: black & white illustrations
Dimensiuni: 145 x 234 x 33 mm
Greutate: 0.66 kg
Ediția: New.
Editura: NEW YORK UNIVERSITY PRESS
Seria Postmillennial Pop


Recenzii

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

Notă biografică

Henry Jenkins is Provost's Professor of Communication, Journalism, Cinematic Arts, and Education at USC. He is author of five books, most recently Convergence Culture (2008), Fans, Bloggers, and Gamers (2006), The Wow Climax (2006), all available from NYU Press, and is co-author or editor of eight other books on media and communication.