I did some searching around the internet and spreadable media, I came across Henry Jenkins blog. His blog goes into much further detail, I mean he did write a book on it too (of which I'm currently reading). I can try to give you the definition of spreadable media myself, however after reading the words of Henry Jenkins in an interview, I couldn't have put it better myself:
"The concept of spreadable media rests on the distinction between distribution (the top-down spread of media content as captured in the broadcast paradigm) and circulation (a hybrid system where content spreads as a result of a series of informal transactions between commercial and noncommercial participants.) Spreadable media is media which travels across media platforms at least in part because the people take it in their own hands and share it with their social networks.
This kind of informal circulation may be solicited or at least accepted by media producers as part of the normal way of doing business or it may take forms which get labeled piracy. Either way, the widespread circulation of media content through the conscious actions of dispersed networks of consumer/participants tends to create greater visibility and awareness as the content travels in unpredicted directions and encounters people who are potentially interested in further engagements with the people who produced it." (Jenkins, 2010) (Source)
bring branded media content into our own spaces.
- On a technical level, widgetization makes it much easier for us to
provides the cultural context which requires a much stronger match
- Plentitude — the fragmentation and diversification of cultural life --
between consumer interest and the available content, thus creating
a space which might support niche media and which would demand
the customization of mass media content to local particulars.
the risks and opportunities that emerge from this fragmentation and
- The Long Tail model reflects a rethinking of business plans to reflect
localization of the mass media marketplace.
recommendations to spread across different but intersecting
- Online social networks provide mechanisms which allow trusted
communities of interest, which blur the boundaries between virtual
and real world social interactions, and which allow consumers to
assert stronger social ties with brands, stars, and media properties.
hands, not simply selecting content from the menu of available
- Participatory culture allows consumers to take media in their own
options, but also producing their own media, often in explicit
response to previously circulating materials.
Jenkins, H., Ford, S., Green, J., (2013). Creating Value and Meaning in a Networked Culture: Spreadable Media. New York: New York University Press.
Jenkins, H., Li, X., Domb, A. and Green, J. (2008) If It Doesn't Spread It's Dead: Creating Value in a Spreadable Marketplace. Convergence Culture Consortium.
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