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 The days of corporate control over media content and its distribution have been replaced by the age of what the digital media industries have called “user-generated content.”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 tap into the power of social media marketing? Look no further than Spreadable Media: Creating Value and Meaning in a Networked Culture. This groundbreaking book takes a deep dive into the transformative effects of sharing, linking, and liking on today's media and marketing industries. Gone are the days of corporate control - now, it's all about user-generated content. Discover how participatory culture, from internet memes to presidential tweets, has reshaped the way we consume and engage with media.
Spreadable Media explores the essential concepts of audience engagement and content distribution. It challenges outdated notions of what makes something go "viral" and introduces the concept of "spreadability" - the ability for content to be dispersed widely through both formal and informal networks. In today's digital landscape, attention and success are no longer measured by centralization, but by how content travels through social media.
This book isn't just an academic exploration - it's a practical guide for businesses navigating the new communication reality. Learn how to shift from merely "hearing" to truly "listening" to your audience, and discover the internal tensions businesses face as they adapt to this spreadable world. With a new afterword addressing the latest changes in the media industry, audience participation, and political reporting, Spreadable Media is up-to-date and relevant to today's digital landscape.
From online activism campaigns to film, music, television, advertising, and social media, Spreadable Media covers it all. Gain a clear understanding of how content spreads, and harness the power of these insights for your own business, politics, and everyday life - both online and offline. Don't miss out on this opportunity to stay ahead of the curve in the ever-evolving world of media and marketing. Order your copy of Spreadable Media: Creating Value and Meaning in a Networked Culture now.
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