The presentation is a book review of an upcoming book "Spreadable Media"....

1. S D A B L E P A R E D A E M I NeelabhSrivastav

4. Appraising a content focuses on only two participants in the transaction -- the object's owner and the expert evaluator -- while two other potential parties remain off-stage -- the collector and the auction house both the expert appraiser and the professional auctioneer to create what would become a "frictionless" exchange between sellers and buyers Three types of appraisals: Use value, Symbolic Value and exchange value When a wine bottle is purchased from store, its value is communicated in price When wine is given to your host in exchange for their hospitality, it creates social value Consumer is constantly appraising content

5. Engagement Unauthorized consumption holds no market value Assumption Audience as a collective agent, constantly appraise value Reality How to understand unofficial distribution of content and measure them across multiple platform Issue Intensify audience loyalty and increase engagement by recognizing and rewarding most heavily committed user Strategy The management of Heroes became a job for professionalstransmedia team charged with implementing creative coordination across television, comics and internet BattlestartGalactica uses Battlestar wiki to engage fans to explain highly complex narratives

6. Valuing engagement Most of the organizations in the world focus on improving the hearing tool which is nothing but recording the data of users impressions and so on Listening demands a more active response, not just gathering data “Apply the notions of ethnography to online marketing research in a way to encourage qualitative analyses of consumer communication”……Netnography

8. Context

9. Parody

10. References

11. Unfinished content and information seeking (Hunter kill a bear)Encourage a movement from passive consumption to active participation

12. Crowdsourcing allowing audiences to pool resources behind projects they think have merit Crowdsourcing Crowdfunding situations where audiences make micro-investments in new creative ventures Crowdsurfing identifying audience interests that are then used by them to guide the film's circulation and promotion Producers need to develop a transparent and open relationship with their audiences, along with complementary understandings of the guiding economic logics of exchange most specifically relevant here

13. Last word….. spreadability has expanded the capacity of ordinary people to shape their media environment through the choices they make around the appraisal and circulation of media content