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

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

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Spreadable media Spreadable media Presentation Transcript

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    NeelabhSrivastav
  • Spreadability
    • Technical affordances that make it easier to circulate some kinds of media content than others
    • Result of amplified participatory culture
  • Moral Economy
    media industry eager to close off certain practices as damaging to their economic interests
    Audience eager to legitimate the free exchange of content
    Media content is transferred primarily for social rather than economic reasons
    Within commodity culture, sharing music is economically damaging, whereas, in the gift economy, the failure to share music is socially damaging
    Moral economy governs how audiences relate to content producers and how content transfers across the boundary of commerce and gift giving
    strike the balance between appropriately valuing and collaborating while respecting the autonomy and voice of its audiences and not crossing ethical boundaries of authenticity and transparency
  • 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
  • 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
  • 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
  • Making content Spreadable
    • Humor
    • Context
    • Parody
    • References
    • Unfinished content and information seeking (Hunter kill a bear)
    Encourage a movement from passive consumption to active participation
  • 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
  • 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