“Creating Value and Meaning in a Networked Culture…”
Recently, I started “Spreadable Media” by Henry Jenkins, Sam Ford, and Joshua Green. Although I am at the early stages of the book, the book forthwith introduces two very interesting concepts: “spreadability” and “stickiness”. The spreadability is the ‘practice’ of media and the stickiness is the ability or extent to which a content can congregate and hold attention. And the relationship between the two concepts was defiantly something to muse into. The obvious was that spreadability is one of the most powerful and fastest tool to reach “stickiness,” and that the purpose of stickiness, in most circumstances, is for profit. However, the definition and interpretation of ‘profit’ will be different. Some of my friends may share things on Facebook simply for entertainment while a local charity may post videos on YouTube in order to promote a cause and gain supporters. And like this, the motivation behind the practice of spreadable media will differ accordingly.
I have to say other than the underpowered mic’ing, this interview is a great overview of the book. The ideas they introduce, such as that participation and audience engagement, despite the fact of being often overlooked, is the main push-factor behind viral media.
Mundane activities that are not as visible contribute to the circulation and information flow and individuals are subconsciously taking part in the transformation of modern culture.
A interesting example, which I am sure lot of us could relate to, is Susan Boyle. I too am one of the contributors to Susan Boyle’s fame; I am one of the 32million viewers of her YouTube video. Susan Boyle is, without doubt, a phenomenal singer. But “Spreadable Media” questions her fame. The performance itself was spectacular, but out of all the great musicians out there, how did she become star? Susan Boyle’s performance and the dramatic effect is enhanced through multiple camera angles and the music (which continues to play through the judges’ comments).
Spreadability is powerful yet there is so much potential for it to be abused or to create obstacles in all fields.
Right off the bat, “Spreadable Media” gives me lots of ideas to chew on. And I am defiantly excited to further “read it, debate it, [and] critique it.”