Spreadable media

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

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Spreadable media

  1. 1. S<br />D<br />A<br />B<br />L<br />E<br />P<br />A<br />R<br />E<br />D<br />A<br />E<br />M<br />I<br />NeelabhSrivastav<br />
  2. 2. Spreadability<br /><ul><li>Technical affordances that make it easier to circulate some kinds of media content than others
  3. 3. Result of amplified participatory culture</li></li></ul><li>Moral Economy<br />media industry eager to close off certain practices as damaging to their economic interests<br />Audience eager to legitimate the free exchange of content<br />Media content is transferred primarily for social rather than economic reasons<br />Within commodity culture, sharing music is economically damaging, whereas, in the gift economy, the failure to share music is socially damaging<br />Moral economy governs how audiences relate to content producers and how content transfers across the boundary of commerce and gift giving<br />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<br />
  4. 4. Appraising a content<br />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<br />both the expert appraiser and the professional auctioneer to create what would become a "frictionless" exchange between sellers and buyers<br />Three types of appraisals: Use value, Symbolic Value and exchange value<br />When a wine bottle is purchased from store, its value is communicated in price<br />When wine is given to your host in exchange for their hospitality, it creates social value<br />Consumer is constantly appraising content<br />
  5. 5. Engagement<br />Unauthorized consumption holds no market value<br />Assumption<br />Audience as a collective agent, constantly appraise value<br />Reality<br />How to understand unofficial distribution of content and measure them across multiple platform<br />Issue<br />Intensify audience loyalty and increase engagement by recognizing and rewarding most heavily committed user<br />Strategy<br />The management of Heroes became a job for professionalstransmedia team charged with implementing creative coordination across television, comics and internet<br />BattlestartGalactica uses Battlestar wiki to engage fans to explain highly complex narratives<br />
  6. 6. Valuing engagement <br />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<br />Listening demands a more active response, not just gathering data<br />“Apply the notions of ethnography to online marketing research in a way to encourage qualitative analyses of consumer communication”……Netnography<br />
  7. 7. Making content Spreadable <br /><ul><li>Humor
  8. 8. Context
  9. 9. Parody
  10. 10. References
  11. 11. Unfinished content and information seeking (Hunter kill a bear)</li></ul>Encourage a movement from passive consumption to active participation<br />
  12. 12. Crowdsourcing<br />allowing audiences to pool resources behind projects they think have merit<br />Crowdsourcing <br />Crowdfunding<br />situations where audiences make micro-investments in new creative ventures<br />Crowdsurfing<br />identifying audience interests that are then used by them to guide the film's circulation and promotion<br />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<br />
  13. 13. Last word…..<br />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<br />

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