Spreadable Media: A Review

Spreadable Media: Creating Value and Meaning in a Networked Culture by Henry Jenkins, Sam Ford, and Joshua Green

Source: NYU Press

Spreadable Media is all about how our media environment is changing. Media used to be controlled by media companies, but now we can get our media in a variety of different ways. People used to be interested in the stickiness of a message, but it is changing to the spreadability of a message. Spreadability is about how a message is carried through social media. The book looks at different platforms (movies, television, social media, etc.) and also different aspects of the Internet in today’s world (memes, Web 2.0, going viral, etc.).

I chose Spreadable Media because I have become increasingly interested in information and communication technology. The book was recommended to me by my professor because of my interest in new media. I am hoping to do more research on emerging technologies and how they can be used for crisis communication and communication in general. This book helped me to understand how individuals and companies are using new media today, and how it is always changing. People and companies need to adapt with technology and use it to connect with their audience.

My favorite section was Designing for Spreadability. Designing for Spreadability is all about how to create content that will spread. Companies can not just create content and throw it out hoping people will share it. Companies need to do research to understand what types of media their audience is using, know what types of media people are sharing, and quantitatively measure your success so you can duplicate it.

Books written about technology become dated quickly. Spreadable Media was published in 2013. A lot has changed on the media and technology front since then. Spreadable Media covers many different aspects of types of media that individuals are using these days (such as smartphones, social media, and the Internet). It covered many things that other books have left out. But as technology changes, new books are needed to keep up. Those individuals who are interested in the way technology and media are being used need to read this book, especially those who create media for companies.

Spreadable Media was well written and easy to read. The sections worked well together, but each could be read separately as well. People could read the whole book and get a good idea of how media is being used, or they could read only the sections that interested them. The book tells that media needs to meet people where they are, which in today’s world, is always on the go. Create content that can be taken anywhere, and people will use it.

I recommend those who enjoyed this book to read Henry Jenkins’ other book Convergence Culture: Where Old and New Media Collide, and also The Culture of Connectivity: A Critical History of Social Media by Jose van Dijck.      

"If It Doesn't Spread, It's Dead" 

Voice of America and China Radio International

We live in a global world. The media and Internet have made it easier than ever to learn about other cultures. But is what we see in the media really what these other cultures are like? How do governments in today’s society combat stereotypes that arise from the media? One way is through public broadcasting in countries around the globe. The United States has Voice of America (VOA). VAO broadcasts on radio, TV, and on the Internet in various countries outside the US in English and 53 other languages. VOA is used as a way for the US to distribute news and information to other countries in a fair and affective way. They now have Facebook and Twitter to stay connected in our digital world.

Other countries have similar initiatives as well. China has China Radio International (CRI), the only state-owned radio allowed to broadcast overseas. CRI is used to promote a favorable image of China; in the same way the VOA is used to frame the US. CRI is broadcast in 43 foreign languages, and has radio, TV, and Internet and satellite radio. China is a major player on the global stage and one of the strongest economies. How people perceive China can impact other countries’ willingness to do business with an in China. CRI is one-way China is trying to make sure people all over the world have a positive view of the country.

According to Chen, Colapinto, and Luo (2010), China has recently begun using its culture as a soft power to strengthen national pride, and gain the attention of others worldwide. One technique China has used to do this is by straying from pure propaganda and using state owned media, such as CRI, as a public relations tool. The Internet has given CRI the tools to use more two-way communication, and not solely sending messages out. On the CRI website visitors can send SMSs to the broadcasters on the radio to let them know of their opinion on topics. CRI has also adopted the use of podcasts mobile platforms for use on smartphones. They too use Facebook and Twitter. 

Another tactic used is to partner with local media. China partners with local media producers when broadcasting in other countries. This helps all aspects to run smoothly, but also gives CRI a foothold in that country. As the media influence what the audience believes, working with local media can help to shape messages in favor of China.

Many countries have state owned radio broadcasts to influence foreigners’ perceptions, but using them correctly is important. As technology changes, how the messages are sent out should change as well. Many people have smartphones and access to the Internet, yet not all. Understanding how to connect with your audience appropriately is a major key to success. Using local media to understand the lay of the land and gain a foothold in that culture can help your country in the long run.

What do you think would be the most effective way to get your message across in today’s digital world? Traditional radio? Internet? TV? Podcasts? Let me know your thoughts in the comments!