Description
Book Synopsis: 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 The days of corporate control over media content and its distribution have been replaced by the age of what the digital media industries have called “user-generated content.”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 US 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.
Details
Are you ready to understand the power of user-generated content in today's media landscape? Look no further than "Spreadable Media: Creating Value and Meaning in a Networked Culture"! This insightful book takes you on a journey through the transformation of the media and marketing industries, showing you how sharing, linking, and liking have become the driving forces behind it all. Say goodbye to corporate control and hello to a new era of participatory culture!
With "Spreadable Media," you'll gain a comprehensive understanding of the rise of participatory culture, from internet memes to presidential tweets. Discover the factors that make content go viral and explore the concept of "spreadability" - the dispersal of content through both formal and informal networks. It's time to redefine media success, shifting from mere attention aggregation to content that travels through social media channels.
But it's not just about understanding the changes in the media industry - "Spreadable Media" also delves into the internal tensions businesses face as they adapt to this new communication reality. The book argues for the need to shift from "hearing" to "listening" in corporate culture, urging companies to embrace the power of user-generated content. Adapt or get left behind!
Get inspired by modern examples from online activism campaigns, film, music, television, advertising, and social media from around the world. The authors illustrate the contours of our current media environment, providing valuable insights for anyone involved in content creation and sharing. Whether you're a marketer, business owner, or someone who simply wants to understand the implications of spreading ideas in today's digital age, "Spreadable Media" is a must-read!
Ready to join the spreadable revolution? Grab your copy of "Spreadable Media: Creating Value and Meaning in a Networked Culture" today and unlock the secrets of participatory culture!
Click here to get your copy now!
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