Spreadable media

My presentation on Henry Jenkins' spreadable media.

Transcript

1. Spread it! CMNS 353
2. Interested in networks? A reading suggestion: Albert Laszlo Barabasi, Linked
3. Sticky - Viral - Spreadable
4. Sticky www.404pagefound.com – (Ognibene, F. 2017) “Privileges putting content in one place and making audiences come to it so they can be counted. Such “destination viewing” oſten conflicts with both the dynamic browsing experience of individual Internet users and, more importantly, with the circulation of content through the social connections of audience members”
5. Viral “media material can act as a Trojan horse, spreading without the user’s conscious consent; people are duped into passing a hidden agenda while circulating compelling content” There is an implicit and oſten explicit proposition that the spread of ideas and messages can occur without users’ consent and perhaps actively against their conscious resistance; people are duped into passing a hidden agenda while circulating compelling content
6. Spreadable Audiences play an active role in “spreading” content rather than serving as passive carriers of viral media: their choices, investments, agendas, and actions determine what gets valued
7. CREATE GROUPS OF 3 In 15 minutes find at least 3 examples of: Sticky/Viral/Spreadable media. One per each category. For each one of them, try to understand • Why it became viral/sticky/spreadable? • Which were the key factors determining their sickyness/virality/spreadability? • What was the role (agency) of the creator? • What was the role (agency) of the audience?
8. Audience labour Audiences, wittingly or not, create economic value for commercial interests through generating the content around which attention gets collected and commodified and through the valuable information they shed, which can be sold to the highest bidder www.tvshowtime.com
9. Audience labour Smythe’s model assumes that watching television is essentially unskilled labor. Yet engaging with media texts in a social context — especially in its more complex and dispersed forms — constitutes skilled labor. Fans and other active audiences develop an expertise in the content and a mastery of distribution technologies which increase their stakes in these media properties.
10. Audience labour Indeed, companies are often profiting from this audience labor, but it’s crucial not to paint this wholly as exploitation, denying the many ways audience members benefit from their willing participation in such arrangements.
11. QUESTIONS? Office Hour: Monday, 4.30 – 5.20 Room 8661 OR 8666 Let’s connect: - Twitter.com/albertolusoli - Linkedin: ca.linkedin.com/in/albertolusoli - Email: alusoli@sfu.ca Share your thoughts using #cmns353 Photo Credits: All pictures used in this presentation are protected by Creative Common License. THANK YOU!