Spreadable Media: Creating Value and Meaning in a Networked Culture: 15 (Postmillennial Pop)

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at today's ever-changing media landscape.The days of corporate control over media content and its distribution have been replaced by the age of what the digital media industries have called "user-generated content."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 so