creating value and meaning in networked culture Jenkins, Henry 1958- creator Ford, Sam 1983- Green, Joshua (Joshua Benjamin) nyu New York New York University Press 2013 eng xv, 351 pages ; 24 cm Spreadable 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. Where 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 Henry Jenkins, Sam Ford, & Joshua Green. Includes bibliographical references (pages 307-331) and index. Medios de comunicación de masas y cultura Comunicación y cultura Comunicación y tecnología Medios de comunicación Aspectos sociales Medios de comunicación social P 94.6 J52s 2013 302.23 9780814743508 (cl : alk. paper) 0814743501 (cl : alk. paper) 060220 20250806165645.0 eng