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Introduction to Spreadable Media

Introduction to Spreadable Media

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Published by NYU Press
Read the introduction to Spreadable Media: Creating Value and Meaning in a Networked Culture (NYU Press, 2013), by Henry Jenkins, Sam Ford, and Joshua Green.

http://nyupress.org/books/book-details.aspx?bookid=8190
Read the introduction to Spreadable Media: Creating Value and Meaning in a Networked Culture (NYU Press, 2013), by Henry Jenkins, Sam Ford, and Joshua Green.

http://nyupress.org/books/book-details.aspx?bookid=8190

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Published by: NYU Press on Jan 25, 2013
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01/16/2014

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1
Tis book is about the multiple ways that content circulates today,
from top down to bottom up, from grassroots to commercial. As weexplore circulation, we see the way value and meaning are created in
the multiple economies that constitute the emerging media landscape.
Our message is simple and direct: if it doesn’t spread, it’s dead.We don’t mean the kinds of circulation that have historically con-
cerned publishers that is, how many readers pick up this morning’s
edition of the
New York imes
or the
Wall Street Journal 
. Any pub-lication can cite its “circulation,” especially since the rates paid for
advertising are calculated based on those numbers. Like the “impres-
sions” that online publishers tout, such circulation is concerned with
making audience members into receptacles for mass-produced and
mass-distributed content: as eyeballs in front of a screen (in televi-
sion terms), butts in seats (in lm or sports terms), or whatever otherbody parts media companies and brands hope to grab next. But thosedenitions of “circulation” are really talking about distribution, wherethe movement of media content is largely or totally controlled by 
the commercial interests producing and selling it. Tese logics of dis-
tribution best apply in a broadcast media world, where a small number
of producers Random House or CBS or Warner Brothers creatediscrete and nished products for mass audiences.
Instead,
Spreadable Media
examines an emerging hybrid model of 
circulation, where a mix of top-down and bottom-up forces determine
how material is shared across and among cultures in far more partici-patory (and messier) ways. Te decisions that each of us makes about
WHY MEDIA SPREADSINTRODUCTION:INTRODUCTION:WHY MEDIA SPREADS
 
Introduction2
whether to pass along media texts about whether to tweet the latestgae from a presidential candidate, forward a Nieman Marcus cookie
recipe email, or share video of a shopliing seagull are reshaping
the media landscape itself.
Tis shi from distribution to circulation signals a movement
toward a more participatory model of culture, one which sees the pub-lic not as simply consumers of preconstructed messages but as people
who are shaping, sharing, reframing, and remixing media content inways which might not have been previously imagined. And they are
doing so not as isolated individuals but within larger communities
and networks, which allow them to spread content well beyond their
immediate geographic proximity. Henry Jenkins (1992) coined the
term “participatory culture” to describe the cultural production andsocial interactions of fan communities, initially seeking a way to dif-ferentiate the activities of fans from other forms of spectatorship. Asthe concept has evolved, it now refers to a range of dierent groups
deploying media production and distribution to serve their collective
interests, as various scholars have linked considerations of fandominto a broader discourse about participation in and through media.
Previous work on participatory culture stressed acts of reception
and production by media audiences; this book extends that logic toconsider the roles that networked communities play in shaping how 
media circulates. Audiences are making their presence felt by actively 
shaping media ows, and producers, brand managers, customer ser-
 vice professionals, and corporate communicators are waking up to
the commercial need to actively listen and respond to them.
While many content creators are struggling with the growing promi-
nence of such grassroots audience practices, an array of online com-
munication tools have arisen to facilitate informal and instantaneoussharing. Tese platforms oer new capacities for people to pass along
media artifacts and, in the process, to seek models to generate rev-enue through the activities of their users. However, while new tools
have proliferated the means by which people can circulate material,
word-of-mouth recommendations and the sharing of media content
are impulses that have long driven how people interact with each
other. Perhaps nothing is more human than sharing stories, whether
 
Introduction
3
by re or by “cloud” (so to speak). We must all be careful not to sup-
pose that a more participatory means of circulation can be explained
solely (or even primarily) by this rise of technological infrastructure,even as these new technologies play a key role in enabling the shisthis book describes.
Spreadable Media
focuses on the social logics and cultural prac-
tices that have enabled and popularized these new platforms, logics
that explain
why 
sharing has become such common practice, not
 just
how
. Our approach doesn’t presume that new platforms liberatepeople from old constraints but rather suggests that the aordances
of digital media provide a catalyst for reconceptualizing other aspects
of culture, requiring the rethinking of social relations, the reimagin-
ing of cultural and political participation, the revision of economic
expectations, and the reconguration of legal structures.Troughout this book, we use terms such as “spread,” ”spreadable,”
or “spreadability” to describe these increasingly pervasive forms of 
media circulation. “Spreadability” refers to the potential both techni-cal and cultural for audiences to share content for their own purposes,
sometimes with the permission of rights holders, sometimes against
their wishes. As we have been working on this book, some critics have
challenged the term “spreadable,” suggesting it sounds more appropri-
ate for describing cream cheese or peanut butter. (Te term originated
in relation to “stickiness,” as we will soon explain.) However, think 
of “spreadability” as a placeholder, perhaps like a stub in Wikipedia;it is something we can shape a conversation around. Our goal is not
to create a new buzzword. Instead, we want to challenge readers to
think through the metaphors we all use when talking about how 
content moves across the cultural landscape — to resist terminology that might distort how we understand these trends and to continue
seeking terms that more accurately describe the complexity of how 
we all engage with media texts.
Our focus on terminology is more than mere semantics. We believe
that language matters deeply and that the metaphors we all use to
describe the patterns we see shape how we understand our world.
We become blind to some phenomena and biased toward others. By 
discussing “spreadable media,” we aim to facilitate a more nuanced

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