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 The days of corporate control over media content and its distribution have been replaced by the age of what the digital media industries have called -user-generated content.- Spreadable Media maps these fundamental changes, and gives readers a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 a
