Spreadable Media: Creating Value and Meaning in a Networked Culture (Postmillennial Pop) Kindle Edition
Author: Visit ‘s Henry Jenkins Page ID: B00B1Q88EW
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File Size: 1302 KBPrint Length: 370 pagesPublisher: NYU Press (January 21, 2013)Publication Date: January 21, 2013 Sold by: Digital Services, Inc. Language: EnglishID: B00B1Q88EWText-to-Speech: Enabled X-Ray: Not Enabled Word Wise: Not EnabledLending: Not Enabled Enhanced Typesetting: Enabled Best Sellers Rank: #138,873 Paid in Kindle Store (See Top 100 Paid in Kindle Store) #6 in Kindle Store > Kindle eBooks > Law > Media & the Law #18 in Books > Law > Media & the Law #139 in Kindle Store > Kindle eBooks > Nonfiction > Politics & Social Sciences > Social Sciences > Media Studies
It’s a little bizarre that a popular (at least according to sales figures) book about passing along media or commentary has gone over a month without having a review posted. I think it’s because this is an ingenious, yet jam-packed book that looks at online participation and the sharing of information from a unique perspective that just plain forces you to think. This is not a quick read.
While there are plenty of social media books out that look at the "new phenomenon" of sharing as an organizational strategy or as platforms of tools as compelling new ways to share, the authors of "Spreadable Media" look more at the material itself that is or isn’t being shared. What characteristics of materials make people want to spread them? What’s in it for the sharer? When people read, hear or watch something that makes them want to circulate it, what triggers that decision? The authors point out there’s nothing really new about this motivation. The passing down of keepsakes, family heirlooms, newspaper articles, scrapbooks, family trees, etc. has gone on for generations. First the photocopier and now social media platforms have just made it easier and almost instantaneous.
The main focus of the book is on the broadcast, mass-media business model of "stickiness" of content vs. the parallel concept of "spreadability." It’s becoming increIDgly apparent that if media doesn’t spread today, it’s dead–like a film/song/book/work of art/best practice no one sees/hears/reads/studies/tries.
First of all, I want to commend Henry Jenkins, Sam Ford, and Joshua Green on their 46-page Introduction that, all by itself, is worth more than the cost of the book while "setting the table" for an even more substantial feast of information, insights, and counsel in the seven chapters that follow.
As they explain, their book "examines the emerging hybrid model of [content] circulation, where a mix of top-down and bottom-up forces determine how material is shared across and among cultures in far more participatory (and messier) ways…This shift from distribution to circulation signals a movement toward a more participatory model of culture, one which sees the public not as simply consumer of preconstructed messages [e.g. book reviews of this book] but as people who are shaping, sharing, reframing, and remixing media content in ways which might not have been previously imagined."
In this context, I am reminded of Henry Chesbrough and the open business model for which he is so widely and justifiably renowned. As he explains in Open Innovation (2005), "An open business model uses this new division of innovation labor – both in the creation of value and in the capture of a portion of that value. Open models create value by leveraging many more ideas, due to their inclusion of a variety of external concepts. Open models can also enable greater value capture, by using a key asset, resource, or position not only in the company’s own business model but also in other companies businesses.
I read this book through the lens of a content marketing practitioner that was curious what new insight Henry Jenkins and his co-authors would add to the information and guidance that’s already available on this topic — both online and in other books.
The authors believe that "if it doesn’t spread, it’s dead." To me, that’s an oversimplified explanation of today’s environment. Also, most of their case studies are from the American entertainment industry. In contrast, I’m more interested in how these `spreadable media’ scenarios apply to commercial (corporate brand) storytelling.
What’s their primary focal point? The author’s acknowledgement of the "participatory culture" of the Internet is a reoccuring theme throughout the book. Likewise, they remind us how the leadership of Big Media corporations have historically misunderstood or intentionally resisted this phenomena — often at their own peril.
Moreover, while the basic concept of sharing and syndication is not new, those people who do much of the `social’ sharing today are not sanctioned or encouraged by the content creator. To some people within the media industry, that’s very unsettling. But the authors present a somewhat optimistic outlook — believing that those fears will dissipate over time.
At the offset they’re actually quite hopeful that socioeconomic advancement is likely, as a result of these progressive changes to the status quo. They say "The growth of networked communication, especially when coupled with the practices of participatory culture, provides a range of new resources and facilitates new interventions for a variety of groups who have long struggled to have their voices heard.
Spreadable Media Creating Value and Meaning in a note taking and highlighting while reading Spreadable Media Creating Value and Meaning in a in a Networked Culture Postmillennial Pop Kindle EditionSpreadable Media Creating Value and Meaning in a Spreadable Media Creating Value and Meaning in a Networked Culture Postmillennial Pop Henry Jenkins Sam Ford Joshua Green on Amazon com Spreadable Media Creating Value and Meaning in a Spreadable Media Creating Value and Meaning in a Networked Culture Postmillennial Pop Kindle edition by Henry Jenkins Sam Ford Joshua Green Amazon Kindle Spreadable Media Creating Value and Spreadable Media Creating Value and Meaning in a Networked Culture Postmillennial Pop
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