Spreadable Media
In 2008, my colleague Xiaochang Li and I had the opportunity to work with Henry Jenkins on a research project about how audience-driven media distribution operates, we tried to uncover the paradigm under which this activity runs and contrasted it with other models.
Because of the audiences’ active role in this process we consider that rather than “viral media” the term “spreadable media” more accurately reflects the user’s agency in the distribution process. The image below was the cover for our first presentation, and is still my favorite.
This is the executive summary of our white paper:
