Spreadable Media: Creating Value and Meaning in a Networked Culture

Spreadable Media

Creating Value and Meaning in a Networked Culture
 
Sorozatcím: Postmillennial Pop; 15;
Kiadás sorszáma: New
Kiadó: NYU Press
Megjelenés dátuma:
Kötetek száma: Print PDF
 
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Kiadói listaár:
GBP 80.00
Becsült forint ár:
38 640 Ft (36 800 Ft + 5% áfa)
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34 776 (33 120 Ft + 5% áfa )
Kedvezmény(ek): 10% (kb. 3 864 Ft)
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A termék adatai:

ISBN13:9780814743508
ISBN10:0814743501
Kötéstípus:Keménykötés
Terjedelem:352 oldal
Méret:229x152 mm
Súly:680 g
Nyelv:angol
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Rövid leírás:

Challenges some of the prevailing metaphors and frameworks used to describe contemporary media and examines the nature of audience engagement, the environment of participation, and the way appraisal creates value.

Hosszú leírás:

How sharing, linking, and liking have transformed the media and marketing industries



Spreadable Media is a rare inside look at today?s ever-changing media landscape. The days of corporate control over media content and its distribution have been replaced by the age of what the digital media industries have called ?user-generated content.? Spreadable Media maps these fundamental changes, and gives readers a comprehensive look into the rise of participatory culture, from internet memes to presidential tweets.

The authors challenge our notions of what goes ?viral? and how by examining factors such as the nature of audience engagement and the environment of participation, and by contrasting the concepts of ?stickiness??aggregating attention in centralized places?with ?spreadability??dispersing content widely through both formal and informal networks. The former has often been the measure of media success in the online world, but the latter describes the actual ways content travels through social media. The book explores the internal tensions businesses face as they adapt to this new, spreadable, communication reality and argues for the need to shift from ?hearing? to ?listening? in corporate culture.

Now with a new afterword addressing changes in the media industry, audience participation, and political reporting, and drawing on modern examples from online activism campaigns, film, music, television, advertising, and social media?from both the US and around the world?the authors illustrate the contours of our current media environment. For all of us who actively create and share content, Spreadable Media provides a clear understanding of how people are spreading ideas and the implications these activities have for business, politics, and everyday life, both on- and offline.



Content today, the authors suggest, can travel not only from the top down but also from the inside out. It is a remarkably different terrain than what we have been used to, one they effectively and stridently analyze.