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Review
“Finally, a way of framing modern media creation and consumption that actually reflects reality and allows us to talk about it in a way that makes sense. It's a spreadable world and we are ALL part of it. Useful for anyone who makes media, analyzes it, consumes it, markets it or breathes.”-Jane Espenson,writer-producer of
Battlestar Galactica,
Once Upon a Time, and
Husbands"It's about time a group of thinkers put the marketing evangelists of the day out to pasture with a thorough look at what makes content move from consumer to consumer, marketer to consumer and consumer to marketer. Instead of latching on to the notion that you can create viral content, Jenkins, Ford, and Green question the assumptions, test theories and call us all to task. Spreadable Media pushes our thinking. As a result, we'll become smarter marketers. Why wouldn't you read this book?"-Jason Falls,CEO of Social Media Explorer and co-author of
No Bullshit Social Media"A wide-ranging examination of the contemporary media environment as individuals increasingly control their own creation of content." -
Kirkus,
"Spreadable Media is an essential read for anyone who wants to understand how media works today."-
Deep Media ,
"The best analysis to date of the radically new nature of digital social media as a communication channel. Its insights, based on a deep knowledge of the technology and culture embedded in the digital networks of communication, will reshape our understanding of cultural change for years to come."-Manuel Castells,Wallis Annenberg Chair of Communication Technology and Society, University of Southern California About the Author
Henry Jenkins is Provost’s Professor of Communication, Journalism, Cinematic Arts, and Education at USC. He is author of five books, most recently Convergence Culture (2008), Fans, Bloggers, and Gamers (2006), The Wow Climax (2006), all available from NYU Press, and is co-author or editor of eight other books on media and communication.
Sam Ford is Director of Digital Strategy with Peppercomm Strategic Communications, an affiliate with the MIT Program in Comparative Media Studies and the Western Kentucky University Popular Culture Studies Program, and a regular contributor to Fast Company. He is co-editor of The Survival of the Soap Opera (2011).
Joshua Green is a Strategist at digital strategy firm Undercurrent. With a PhD in Media Studies, he has managed research projects at MIT and the University of California. He is author (with Jean Burgess) of YouTube: Online Video and Participatory Culture (2009, Polity Press).
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