LEADER 04502nam 22006975 450 001 9910786186803321 005 20221214154001.0 010 $a9780814743515 010 $a0-8147-4351-X 024 7 $a10.18574/9780814743515 035 $a(CKB)2670000000325520 035 $a(EBL)1114591 035 $a(OCoLC)827209089 035 $a(SSID)ssj0000832483 035 $a(PQKBManifestationID)11476925 035 $a(PQKBTitleCode)TC0000832483 035 $a(PQKBWorkID)10882011 035 $a(PQKB)10358826 035 $a(MiAaPQ)EBC1114591 035 $a(OCoLC)859687527 035 $a(MdBmJHUP)muse19853 035 $a(DE-B1597)548209 035 $a(DE-B1597)9780814743515 035 $a(OCoLC)825753502 035 $a(PPN)180286609 035 $a(EXLCZ)992670000000325520 100 $a20200608h20132013 fg 0 101 0 $aeng 135 $aurnn#---|un|u 181 $ctxt 182 $cc 183 $acr 200 10$aSpreadable media$b[electronic resource] $ecreating value and meaning in a networked culture /$fHenry Jenkins, Sam Ford, Joshua Green 210 1$aNew York, NY :$cNew York University Press,$d[2013] 210 4$dİ2013 215 $a1 online resource (370 p.) 225 0 $aPostmillennial Pop ;$v15 300 $aDescription based upon print version of record. 311 0 $a0-8147-4350-1 320 $aIncludes bibliographical references and index. 327 $tFront matter --$tCONTENTS --$tACKNOWLEDGMENTS --$tHOW TO READ THIS BOOK --$tINTRODUCTION: WHY MEDIA SPREADS --$t1. WHERE WEB 2.0 WENT WRONG --$t2. REAPPRAISING THE RESIDUAL --$t3. THE VALUE OF MEDIA ENGAGEMENT --$t4. WHAT CONSTITUTES MEANINGFUL PARTICIPATION? --$t5. DESIGNING FOR SPREADABILITY --$t6. COURTING SUPPORTERS FOR INDEPENDENT MEDIA --$t7. THINKING TRANSNATIONALLY --$tCONCLUSION --$tNOTES --$tREFERENCES --$tINDEX --$tABOUT THE AUTHORS 330 $aHow 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 The days of corporate control over media content and its distribution have been replaced by the age of what the digital media industries have called ?user-generated content.?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. 606 $aSocial media 606 $aMass media$xSocial aspects 606 $aMass media and technology 606 $aMass media and culture 615 0$aSocial media. 615 0$aMass media$xSocial aspects. 615 0$aMass media and technology. 615 0$aMass media and culture. 676 $a302.23 686 $aAP 15945$qBVB$2rvk 700 $aJenkins$b Henry$f1958-$4aut$4http://id.loc.gov/vocabulary/relators/aut$0473298 702 $aFord$b Sam$4aut$4http://id.loc.gov/vocabulary/relators/aut 702 $aGreen$b Joshua$4aut$4http://id.loc.gov/vocabulary/relators/aut 801 0$bDE-B1597 801 1$bDE-B1597 906 $aBOOK 912 $a9910786186803321 996 $aSpreadable media$93831309 997 $aUNINA