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"