TY  - GEN
AU  - Jenkins,Henry
AU  - Ford,Sam
AU  - Green,Joshua
TI  - Spreadable media : : creating value and meaning in networked culture / 
SN  - 9780814743508
AV  - P 94  J52s 2013
U1  - 302.23 
PY  - 2013///
CY  - New York
PB  - New York University Press
KW  - Medios de comunicación de masas y cultura
KW  - Comunicación y cultura
KW  - Comunicación y tecnología
KW  - Medios de comunicación
KW  - Aspectos sociales
KW  - Medios de comunicación social
N1  - 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
N2  - 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.
ER  -