“The media industries understand that culture is becoming more participatory, that the rules are being rewritten and relationships between producers and audiences are in flux.” (page 35)
I recently read “Spreadable Media: Creating Value and Meaning in a Networked Culture”. Its focus (not surprisingly) is social media; how people consume and engage with content via various channels of social media and its effects on business, entertainment and other sectors. It addresses how meaning and value are created from content that is spread; ‘spread’ meaning sharing of content not just between people, but within communities. Content, the authors suggest, is shaped even manipulated throughout the spreading process.
It’s a dense read. The lead author Henry Jenkins, Professor of Communication, Journalism, Cinematic Arts and Education at USC, wrote the book with two digital strategists, Ford and Green. The book aims to “build understanding and conversation among three…
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