Joshua Green

Henry Jenkins

Sam Ford

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.

Creating Value and Meaning in a Networked Culture

Spreadable Media

WHERE DOES MYTH END AND TRUTH BEGIN? A Boy and His... Sword? Thirteen year old Cale Tannor has always dreamed of finding adventure. When a Spirit Sword, the last of an ancient race of sentient weapons, falls into his hands, adventure finds him. Now infernal hordes are stirring in the dark, and this adventure may be more than Cale bargained for. On the way he finds new friends in the Indian huntress Jazreal Bloodmoon, and mysterious Ranger Vyk Draco. Together they must work to restore a forgotten religion and preserve humanity. First they must survive...

Spirit Sword

(1 Draft 4. 25 X 7)

Essa máxima simples, mas definitiva, norteia a análise de três renomados pensadores atuais da mídia moderna - entre eles Henry Jenkins, autor do referencial Cultura da Convergência (Aleph) - sobre o futuro da circulação de conteúdo nos meios de comunicação social e digital. Vivemos uma mudança de paradigma na mídia: a passagem de uma mentalidade regulada pela lógica da radiodifusão, que dominou todo o século 20, para outra em que o controle sobre a produção e a distribuição cultural já não é tão rígido; uma nova proposição que permite e valoriza o engajamento das audiências. Hoje, as pessoas não se limitam ao simples papel de consumidor. Discutem, reagem, espalham seus interesses e críticas pelas diferentes modalidades de mídia. Querem ser ouvidas, atendidas, recompensadas. Entre as muitas possibilidades dessa cultura cada vez mais ligada em rede, há pelo menos uma grande certeza: será mais bem-sucedido quem souber lidar melhor com as aspirações e desejos de um público ávido por participar e opinar.

Criando valor e significado por meio da mídia propagável

Cultura da Conexão

WHERE DOES MYTH END AND TRUTH BEGIN? A Boy and His… Sword? Thirteen year old Cale Tannor has always dreamed of finding adventure. When a Spirit Sword, the last of an ancient race of sentient weapons, falls into his hands, adventure finds him. Now infernal hordes are stirring in the dark, and this adventure may be more than Cale bargained for. On the way he finds new friends in the Indian huntress Jazreal Bloodmoon, and mysterious Ranger Vyk Draco. Together they must work to restore a forgotten religion and preserve humanity. First they must survive…

Abigail De Kosnik

C. Lee Harrington

The soap opera, one of U.S. television’s longest-running and most influential formats, is on the brink. Declining ratings have been attributed to an increasing number of women working outside the home and to an intensifying competition for viewers’ attention from cable and the Internet. Yet, soaps’ influence has expanded, with serial narratives becoming commonplace on most prime time TV programs. The Survival of Soap Opera investigates the causes of their dwindling popularity, describes their impact on TV and new media culture, and gleans lessons from their complex history for twenty-first-century media industries. The book contains contributions from established soap scholars such as Robert C. Allen, Louise Spence, Nancy Baym, and Horace Newcomb, along with essays and interviews by emerging scholars, fans and Web site moderators, and soap opera producers, writers, and actors from ABC’s General Hospital, CBS’s The Young and the Restless and The Bold and the Beautiful, and other shows. This diverse group of voices seeks to intervene in the discussion about the fate of soap operas at a critical juncture, and speaks to longtime soap viewers, television studies scholars, and media professionals alike.

Transformations for a New Media Era

The Survival of Soap Opera

"Spreadable Media" maps fundamental changes taking place in the contemporary media environment, a space where corporations no longer tightly control media distribution. This book challenges some of the prevailing frameworks used to describe contemporary media.

Sam Ford

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