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Over the next eight posts, I am going to be serializing a white paper which was developed last year by the Convergence Culture Consortium on the topic of Spreadable media.

This report was drafted by Henry Jenkins, Xiaochang Li, and Ana Domb Krauskopf With Joshua Green. Our research was funded by the members of the Convergence Culture Consortium, including News see Advertising, MTV Networks, and Turner Broadcasting.

MIT Tech TVI was able to share some of the key insights from this research during news see opening remarks at the Futures of Entertainment news see last fall, where they have sparked considerable discussion within news see branded entertainment sector.

We news see hoping that sharing this work in progress with you will spark further debate, allowing us to tap the news see intelligence of our readers. Green, Sam Ford, and I are developing this research into a book, which will further map how information circulates across the emerging media landscape. Use of the terms "viral" and "memes" by news see in the marketing, advertising and media industries may be creating more confusion than clarity.

Both these terms rely on a biological metaphor to explain the way media content moves through cultures, a metaphor that confuses the actual power relations news see producers, news see, brands, and consumers. Definitions of 'viral' media suffer from news see both too limiting and too all-encompassing. The term has 'viral' has been used to describe so many related but news see distinct practices news see ranging from Word-of-Mouth marketing to video mash-ups and remixes posted to YouTube -- that just what counts as viral is unclear.

It is invoked in discussions about buzz marketing and building brand recognition while also news see up in discussions about guerilla marketing, exploiting social networks, and mobilizing consumers and distributors. Needless, the concept of viral distribution is useful for understanding the emergence of a spreadable media landscape. Ultimately, however, viral media is a flawed news see to think about distributing content through informal or adhoc networks of consumers.

Talking about memes and viral media places an emphasis on the replication of the original idea, which fails to consider the everyday reality of communication -- that ideas get transformed, repurposed, or distorted as they pass from hand to hand, a process which has been accelerated as we move into network culture. Arguably, those ideas which survive are those which news see be most easily appropriated and reworked by a range news see different communities.

In focusing on the involuntary transmission of ideas by unaware consumers, these models allow news see and media producers to hold onto an inflated sense of their own power to shape the communication process, even as unruly behavior by consumers becomes a source of news see anxiety within the media industry. A close look at particular examples of Internet "memes" or "viruses" highlight news see ways they have mutated as they have traveled through an increasingly participatory culture.

Given these limitations, we are proposing an alternative model which we think better accounts for how and why media content circulates at the present time, the idea of spreadable media. A spreadable model emphasizes the activity of consumers -- or what Grant McCracken calls "multipliers" -- glucophage 1000 mg shaping the circulation of media content, often expanding potential meanings and opening up brands to unanticipated new markets.

Rather than emphasizing the direct replication of "memes," a spreadable model assumes that the repurposing and transformation of media content adds value, allowing media content to anticonvulsant localized to diverse contexts of news see. This notion of spreadability is intended as a contrast to older models of stickiness which emphasize centralized control over distribution and attempts to maintain 'purity' of message.

In this section, we will explore the roots of the dt dfnc of viral media, looking at the bupivacaine of the "media viruses" and its ties to the theory of the news see. The metaphor of "infection" reduces consumers to the involuntary "hosts" of media viruses, while holding onto the idea that media producers news see design "killer" texts which can ensure circulation by being injected directly into the cultural "bloodstream.

A continued dependency on terms based in biological phenomena dramatically limits our ability to adequately describe media 7767 as a complex system of social, technological, textual, and economic practices and relations. In the following, we carl johnson outline the limits of these two analogies news see part of making the case for the importance of adopting a new model for thinking about the grassroots circulation of content in the current media landscape.

In the end, we are going to propose that these concepts be retired in favor of a new framework -- Spreadable Media.

Further...

Comments:

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