02540    a2200325   4500003000800000005001700008007000300025008004100028020003600069020003300105040001300138041000800151050002200159082001100181100002800192245011800220260004900338300002900387440002400416504006700440505022300507520122400730650004801954650003002002650003402032650004902066650003602115700002402151700003902175BJBSDDR20250806165645.0ta060220s2013    nyu||||| |||| 00| 0 eng d  a9780814743508 (cl : alk. paper)  a0814743501 (cl : alk. paper)  bengcDLC  aeng14aP 94.6bJ52s 201300a302.231 aJenkins, Henry, d1958-10aSpreadable media : bcreating value and meaning in networked culture / cHenry Jenkins, Sam Ford, & Joshua Green.  aNew York :bNew York University Press,c2013  axv, 351 pages ; c24 cm  0aPostmillennial pop   aIncludes bibliographical references (pages 307-331) and index.0 aWhere Web 2.0 went wrong
Reappraising the residual
The value of media engagement
What constitutes meaningful participation?
Designing for spreadability
Courting supporters for independent media
Thinking transnationally  aSpreadable Media examines the nature of audience engagement, the environment of participation, the way appraisal creates value, and the transnational flows at the heart of these phenomena. It delineates the elements that make content more spreadable and highlights emerging media business models built for a world of participatory circulation. The book also explores the internal tensions companies face as they adapt to the new communication reality and argues for the need to shift from "hearing" to "listening" in corporate culture. Drawing on examples from film, music, games, comics, television, transmedia storytelling, advertising, and public relations industries, among others - from both the U.S. and around the world - the authors illustrate the contours of our current media environment. They highlight the vexing questions content creators must tackle and the responsibilities we all face as citizens in a world where many of us regularly circulate media content. Written for any and all of us who actively create and share media content, Spreadable Media provides a clear understanding of how people are spreading ideas and the implications these activities have for business, politics, and everyday life.  4aMedios de comunicación de masas y cultura 0aComunicación y cultura  4aComunicación y tecnología 4aMedios de comunicaciónxAspectos sociales  4aMedios de comunicación social1 aFord, Sam,  d1983-1 aGreen, Joshua q(Joshua Benjamin)