How does content really spread?

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Sam Ford of MIT Media Lab talks about how content really moves throug networks

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  • So if content spread when it can be appropriated to meet the expressive needs of individuals within social systems, the question becomes, how do you create content that encourages this type of personalization? John Fiske ’ s proposed that texts became popular when they were producerly, when they gave up some control over its meaning, and left structures open-ended enough to allow diverse excess of potential interpretations, with which communities to appropriate them and leverage them to express local meanings and articulate their specific concerns.
  • Mona “The Hammer” Shaw
  • How does content really spread?

    1. 1. Sam Ford, MIT/WKU
    2. 2. Circulationvs.Distribution
    3. 3. “Viral Marketing captures the essence of multi-level-marketing and applies it to all customers -- the "word-of-mouth" spread of Hotmail is involuntary.”Steve Jurvetson and Tim Draper, Netscape Newsletter(1997)“Viral Marketing captures the essence of multi-level-marketing and applies it to all customers -- the "word-of-mouth" spread of Hotmail is involuntary.”Steve Jurvetson and Tim Draper, Netscape Newsletter(1997)
    4. 4. Spreadable MediaValue is created through:1. Available when and where audiences want it2. Portable3. Easily reusable in a variety of ways4. Relevant to multiple audiences5. Part of a steady stream of material
    5. 5. People Spread Content To:1.Define themselves.2.Increase their notoriety.3.Strengthen social ties.4.Build community.
    6. 6. We don’t share clips just because of what we have to sayabout the ad or film, but also because of what the admight have to say about us.

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