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Updated by Nick Kellet on Nov 13, 2015
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Spread of Dead - 8 Part Series >> Spreadable vs Stickyness : Measuring Media Effectiveness

Source: http://www.amazon.com/Spreadable-Media-Creating-Networked-Postmillennial/dp/0814743501/

If It Doesn’t Spread, It’s Dead (Part One): Media Viruses and Memes

Over the next eight posts, I am going to be serializing a white paper which was developed last year by the Convergence Culture Consortium on the topic of Spreadable media. This report was drafted by Henry Jenkins, Xiaochang Li, and Ana Domb Krauskopf With Joshua Green. Our research was funded by the members of the Convergence Culture Consortium, including GSDM Advertising, MTV Networks, and Turner Broadcasting.

If It Doesn’t Spread, It’s Dead (Part Two): Sticky and Spreadable — Two Paradigms

This is part two of an eight part series. The report was written by Henry Jenkins, Xiaochang Li, Ana Domb Krauskopf With Joshua Green. Our research was funded by the members of the Convergence Culture Consortium, including GSDM Advertising, MTV Networks, and Turner Broadcasting.

If It Doesn’t Spread, It’s Dead (Part Three): The Gift Economy and Commodity Culture

The Gift Economy and Commodity Culture
Spreadability and the Moral Economy
Consumers, both individually and collectively, exert agency in the spreadability model: they are not impregnated with media messages; they select material that matters to them from the much broader array of media content on offer. They do not simply pass along static content; they transform the content so that it better serves their own social and expressive needs. Content does not remain in fixed borders but rather it circulates in unpredicted and often unpredictible directions, not the product of top-down design but rather of a multitude of local decisions made by autonomous agents negotiating their way through diverse cultural spaces.

If It Doesn’t Spread, It’s Dead (Part Four): Thinking Through the Gift Economy

Lewis Hyde: Thinking Through the Gift Economy
Lewis Hyde’s The Gift: Imagination and the Erotic Life of Property (1983) represents perhaps the best guide on the ways that gift economies operate within the modern world. For that reason, we want to walk through some of his basic claims about the relations between commodity culture and the gift economy.

If It Doesn’t Spread, It’s Dead (Part Five): Communities of Users

Communities of Users
Rethinking the Individual Consumer
So, does it make sense any more to speak about media audiences or for that matter, consumers in this brave new world of spreadable media? Probably not. Witness the profusion of new terms which seek to describe “those people formerly known as the audience.” (Rosen, 2006) Some call them (us, really) “loyals,” (Jenkins 2006) stressing the value of consumer commitment in an era of channel zapping. Some are calling them “media-actives,” (Frank 2004 stressing a generational shift with young people expecting greater opportunities to reshape media content than their parents did. Some are calling them “prosumers,” (Toffler 1980) suggesting that as consumers produce and circulate media, they are blurring the line between amateur and professional. Some are calling them “inspirational consumers” (Roberts 2005), “connectors” or “influencers,” suggesting that some people play a more active role than others in shaping media flows.

If It Doesn’t Spread, It’s Dead (Part Six): Spreadable Content

Spreadable Content
Thus far, we have examined some of the technological and social conditions that allow for media to spread, but it remains clear that not all media content and materials are equally spreadable. Nor it is simply a matter of “good” or “interesting” content — we do not pass on every bit of interesting information or every clever video. Content is spread based not on an individual evaluation of worth, but on a perceived social value within community or group.

If It Doesn't Spread, It's Dead (Part Seven): Aesthetic and Structural Strategies

If It Doesn't Spread, It's Dead (Part Seven): Aesthetic and Structural Strategies
By Henry Jenkins

This is part seven of an eight part series. The report was written by Henry Jenkins, Xiaochang Li, Ana Domb Krauskopf With Joshua Green. Our research was funded by the members of the Convergence Culture Consortium, including GSDM Advertising, MTV Networks, and Turner Broadcasting.

If It Doesn’t Spread, It’s Dead (Part Eight): The Value of Spreadable Media

Conclusion: The Value of Spreadable Media
So far this white paper has:
criticized the vagueness of existing models of “viral media” or “memes”
outlined the differences between sticky and spreadable media.
identified those factors which have led to the rise of spreadable media
shown why spreadable media involves a collaboration between the gift economy and commodity culture.
discussed a range of different kinds of communities that are shaping the spread of media
pointed towards some properties shared by the most spreadable media content.