Spreadable Media

Creating Value and Meaning in a Networked Culture

Henry Jenkins, Sam Ford, and Joshua Green

Spreadable Media in Translation

Monday, February 17, 2014   9:48

Italian version of Spreadable Media


In October 2013, the Italian version of Spreadable Media was released by Apogeo Education. A big thanks to Virginio B. Sala for the hard work in translating the book; Giovanni Boccia Artieri for writing the Afterword, “The Culture of Circulation;” and Enrico Marcandalli for the cover and graphic design for the Italian version of the book.

Meanwhile, Editora Aleph will publish the Portuguese version of Spreadable Media next month. And more to come soon about plans for the book in other languages as well.

The Reviews Are In…

Monday, February 10, 2014   9:43
What are others saying about Spreadable Media? Here is a recap of a wide range of reviews for Spreadable Media over the past few months, as well as various lists the book has appeared on:
  • Digital culture expert and Net Smart and Smart Mobs author Howard Rheingold writes for Booz & Co.’s strategy+business that Spreadable Media is one of the three top digitization books of 2013, as part of their “Best Business Books 2013” section. In his review, Rheingold writes that  the book is a “must-read” for media professionals and that “spreadable media” is a new term that signals “momentous shifts.”
  • The latest version of the fan studies journal Transformative Works and Cultures is framed as being focused around “Spreadable Fandom.” In the introduction, TWC’s editors briefly explore the book’s relationship to fan studies. Elsewhere in the issue, University of Missouri Communication Professor Melissa Click reviews Spreadable Media, calling it “an important read for media scholars and members of participatory cultures alike because it shakes up assumptions about media audiences” and focused particularly on the book’s advocacy to professionals in the media industries.
  • Tiziano Bonini has written a review of Spreadable Media for Italian online publication Digicult. Bonini concludes that the book is “well written” and “very useful to understand the social value of content sharing” and is a book “that every media publisher, above all the Italians, should read.” The review is available in Italian and in English. Also, see responses by co-authors Henry Jenkins and Sam Ford.
  • Spreadable Media was voted in the Top 10 (#9) of Advertising Age’“The Best Marketing Book You Read This Summer“ poll.
  • La Trobe University’s Steinar Ellingsen reviews the book for academic journal Screening the Past. Ellingsen writes that the book “goes to great lengths to describe ongoing cultural shifts in the media landscape, and it illustrates these with both depth and clarity.”
  • Simon Fraser University’s Amy Robertson reviews Spreadable Media for the International Journal of Communication, writing that the book is “by a team of media experts who truly seem to understand the state of the media” and who “resist the impulse to reduce complex cultural phenomena to overly simple metaphors and buzzwords.” Robertson’s review is the second for the book in the journal, following Rhiannon Bury’s review earlier in 2013.
  • Lisa Peyton recommends Spreadable Media as one of Social Media Examiner’s “17 Social Media Books That Will Make You a Smarter Marketer.”
  • Spreadable Media is included on Philip Kemp’s list of recommended “Media and Film Studies” books for Times Higher Education.
  • Fundação Getulio Vargas’ Benjamin Rosenthal recommends Spreadable Media among five books on “Marketing and Social Networking” marketers should read, for the Brazilian journal of business administration Rev. adm. empress (in Portuguese).
  • Digital strategy firm Undercurrent (where co-author Joshua Green formerly worked as a senior strategist) includes the book among its Curriculum of recommended reading, in the “Media and Marketing” section.
  • Also, Undercurrent’s Matt Daniels includes Spreadable Media on his “40 Articles and Books that will make you a Great Digital Strategist” for Medium’s “Great Expectations” blog.
  • Miami University’s new MFA program in Experience Design recommends Spreadable Media among a select few books “To Inspire Your Worldview“ to potential students.
  • Tammera Race includes Spreadable Media among her short reading list on Western Kentucky University Libraries’ research guide on “Social Networking Tools and Social Responsibility“.  (Note: co-author Sam Ford is an adjunct instructor at WKU.)
  • Liz Woolcott includes Spreadable Media among her short reading list of books about fan culture and fan production on Utah State University’s “Mass Media and Society“ research guide.
  • Cathy Michael includes Spreadable Media among her recommended readings for “Storytelling” for Ithaca College Library’s research guide on “Distribution and Marketing of Programming for the Web.”
  • Santa Rosa Junior College Libraries includes Spreadable Media among its “sampler” list of books on “Media and Communication.”
  • The Bissell Library at the American College of Thessaloniki in Greece includes Spreadable Media among its “popular suggestions” on Goodreads.
  • A group of Ph.D. candidates at City University of New York’s Graduate Center studying issues of digital labor have included Spreadable Media in the “social media” section of their “Digital Labor Reference Library“  on CUNY’s Academic Commons site. Students working on the project include Tom Buechele, Karen Gregory, Andrew McKinney, and Kara Van Cleaf.
  • The Ca’ Foscari University of Venice’s Master’s program in film and digital media recently ran a piece about copyright in daily life in the digital age which referred its students/readers to a range of books on the issue of online circulation of media texts, including Spreadable Media (in Italian).
  • Tarcizio Silva, a product manager at Social Figures in Brazil, includes Spreadable Media among his 12 books for communications professionals to read in 2014 (in Portuguese).
  • Michael Catlin, professional writer and a workshop instructor with the Denver-based independent literary center Lighthouse Writers, included Spreadable Media as his holiday gift suggestion on an end-of-2013 book list from the organization.
  • Instructional designer Debbie Morrison includes Spreadable Media among her “Seven Must-Read Books about Education for 2014” at her blog, online learning insights.
  • Justin Brodeur with marketing agency pidalia includes Spreadable Media on his end-of-year book list.
  • Independent musician James Higgins includes Spreadable Media on his list of “Social Media Marketing Books To Help You Build Your Fanbase” for independent musician blog Unveilmusic.com.
  • On his RepMan blog, Steve Cody (co-founder of Peppercomm, where Spreadable Media co-author Sam Ford is Director of Audience Engagement) recommends that the online essays for the Spreadable Media project be included among the Institute of Public Relations’ list of the “top 10 research studies” on social media in 2013 that all PR/communications professionals should read.
  • The Media Shaker team provides their overview of Spreadable Media.
  • In her Jhistory H-Net review of Noah Arceneaux and Anandam Kavoori’s The Mobile Media Reader, the University of Maine’s Jennifer E. Moore cites Spreadable Media as a complementary book, useful for “any course looking to further our understanding of the cultural, social, and economic circumstances surrounding the digital and mobile media environment.”
  • In her review of Fábio Malini and Henrique Antoun’s @internet e #rua: ciberativismo e mobilização nas reeds sociais for MATRIZes, the journal of The University of São Paulo’s Graduate Program in Communication Sciences, Federal University of Rio Grande do Sul’s Maria Clara Aquino Bittencourt connects the book’s focus on cyber activism to Spreadable Media’s documentation of changes in cultural practice when audiences have greater ability to circulate media texts and react with and around those texts. See the original review in Portuguese and an English translation of the review here.
  • More Amazon reviews are in: The Ohio State University Communicadtion Professor David Ewoldsen says Spreadable Media ”should be required reading for anyone studying the media” because it “motivates the reader to truly think about the implications of the changing media environment.”  Ivan Satuf Rezende writes that it is “essential for scholars, students and media professionals.” David Deans writes that “the authors have compiled a very thorough assessment” of today’s online media environment. M. Bell says the book is “full of helpful insight.” Christina Olivero calls the book “fun and innovative” and recommends it ”to anyone studying marketing.” And reviewer Eduardo Campos Pellanda calls the book ”very well explained.” Meanwhile, while Kyuhyuk Kim provides the book its first negative Amazon review, the review says “it’s a mighty fine book for guys who study media.”
  • Also, see the book’s reviews on Goodreads.

Research Drawing on Spreadable Media

Monday, February 3, 2014   9:18
We are excited to see scholars finding concepts from Spreadable Media that is proving useful for their work. Here’s a sampling of recent publications and research in progress that builds, in some ways, from ideas from the book:
  • The latest American Behavioral Scientist journal includes a piece from Craig Hayden, Don Waisanen, and Yelena Osipova entitled “Facilitating the Conversation: The 2012 U.S. Presidential Election and Public Diplomacy through Social Media.” In analyzing Facebook comments sections on U.S. embassy Facebook pages for Bangladesh, Egypt, and Pakistan in response to posts about President Obama winning re-election, the authors introduce the concept of “spreadable epideictic,” drawing on concepts from Spreadable Media, to characterize the motivation, potential, and performative nature of the rhetoric used by commenters.
  • In the journal Brazilian Journalism Research, from the Brazilian Association of Journalism Researchers, Gabriela da Silva Zago from the Federal University of Rio Grande do Sul and Marco Toledo Bastos from the University of São Paulo recently published their research “Visibility of News Items on Twitter and Facebook: Comparative Analysis of the Most Replicated News in Europe and the Americas.” Building on ideas from Spreadable Media and other recent publications indicating the increasingly important role citizens play in the circulation of news via social network sites, the authors use content analysis of the sharing of articles from 40 top news outlets in Brazil, Germany, Spain, the United States, and the United Kingdom in October 2012 to examine differences in what news is shared both between the two social network sites and in each culture.
  • The University of Alcalá’s Pilar Lacasa and María Ruth García-Pernía, along with Complutense University’s Patricia Núñez, draw on Spreadable Media to help describe the current communications environment for their new piece looking at classroom use of commercial video games and Machinima in the Journal of Education and Training Studies, entitled “Adolescents’ Media Experiences in the Classroom: SimCity as a Cultural Model.”
  • In the latest issue of Game Studies: The International Journal of Computer Game Research, The University of London’s Alison Gazzard has published “The Platform and the Player: Exploring the (Hi)stories of Elite.” The piece, which examines the place of early British video games in the larger narrative of video game history through the game Elite, contextualizes our current relationship to video game history through the role of online search and both industry and fan notions of nostalgia through drawing on Spreadable Media (as well as a reference to Bob Rehak’s piece on retrogaming for the book).
  • Texas A&M University communication research team Wendi Bellar, Heidi A. Campbell, Kyong James Cho, Andrea Terry, Ruth Tsuria, Aya Yadlin-Segal, and Jordan Ziemer published their research report “Reading Religion in Internet Memes” in the December 2013 issue of the Journal of Religion, Media and Digital Culture. The piece draws on the concept of “spreadable media” and co-author Henry Jenkins’ prior work on participatory culture to ground their examination of a wide range of internet memes dealing with religion, including Judaism, Christianity and Mormonism, and the Muslim faith.
  • Arcadia University anthropology professor Jonathan T. Church has recently published his work on “Constructing a Neoliberal Archive: Spreadable Media, Video Games, and a Culture of History” in the collection Context Matters! Exploring and Reframing Games and Play in Context, as part of his participation in the Future and Reality of Gaming conference in Vienna in September. Church also presented this work at the American Anthropological Association’s annual conference in Chicago in November.
  • Antero Garcia provides his initial considerations of what pedagogical lessons can be learned from the circulation and engagement strategies of Kanye West in his 2013  ”Beautiful Dark Twisted Pedagogy: Kanye West and the Lessons of Participatory Culture“ for Radical Teacher, a “socialist, feminist, and anti-racist journal on the theory and practice of teaching.” In the piece, Garcia draws on Spreadable Media’s considerations of transmedia storytelling, as well as Henry Jenkins’ work on “new media literacies,” to consider what educators can learn from Kanye West’s approach to his fans, as well as how popular culture can be incorporated in classroom engagement.
  • Co-author Sam Ford contributed a Fall 2013 piece to the Cinema Journal Teaching Dossier (Vol. 1, Issue 3) on “Paratexts and Pedagogy“, entitled “Wrestling with Where the ‘Text’ Is.” The piece draws on the distinction between “drillable texts” and “accretive texts” made in Ch. 3 of Spreadable Media and building from the contributions of Jason Mittell.
  • At the Association of Internet Researchers conference in October 2013, Paul Booth of DePaul University presented his work on “Digital Cosplay as Consumptive Fan Labor,” looking at digital cosplay activities as a site of both fan engagement and potential commercial activity. While a publication based on this work is not yet available, Paul draws on concepts from Spreadable Media in his abstract from the conference site.
  • University of Bergamo EuroAmerican Literatures doctoral candidate Ugo Panzani draws on Spreadable Media in “Exopoiesis and Literariness in the Works of William Gibson, Mark Z. Danielewski, Kate Pullinger and Chris Joseph,” which was presented at the Electronic Literature Organization’s Chercher le Texte: Locating the Text in Electronic Literature international digital literature conference in Paris in September 2013. Panzani examines the ways in which novels and both their authors and readers operate in a reading environment in which online search becomes a fluid supplement to the reading activity and in which readers—and authors–may organize collective interpretive activities in and around a text.
  • Also at the ELO’s “Chercher le Texte” conference in Paris was a roundtable discussion entitled “Aura in the Age of Computational Production.” Participant and web artist J.R. Carpenter provides a timeline she developed in preparation for the conference, which evokes Spreadable Media’s central concept of “spreadability” to question what “aura” means for a “digital work” vis-a-vis Walter Benjamin’s concepts from “The Work of Art in the Age of Mechanical Reproduction.”
  • University of Otago’s Mark McGuire presented his research on “Twitter, Instagram and Micro-Narratives: The Benefits of Sharing the Creative Process Online at Auckland University of Technology’s 3rd Mobile Creativity and Innovation Symposium in November. His research draws on various concepts from Spreadable Media to look at how people are finding new models for creating and distributing media texts in the contemporary media environment. He has included both his slides from the conference and a rough draft of the text.
  • University of Washington-Bothell Assistant Professor Lauren Berliner drew on Spreadable Media for her 2013 doctoral dissertation from the Univeristy of California-San Diego, entitled Making It Better: LGBT Youth and New Pedagogies of Media ProductionHer dissertation in part looks at the It Gets Better video campaign aimed at gay teens and finds that, in an effort to make videos part of that campaign, videos were often sanitized to be overly positive and steered away from many of the issues of deep concern to gay teens, to keep the focus on a consistent anti-bullying message.
  • Communication consultant and cultural analyst Gabriela Pedranti presented “Friends, Partners & Co: A Sustainable Model for the Media?“ in December at the Transmedia Literacy Seminar in Barcelona. Her case study of Spanish and Argentenian publishers Orsai draws on Spreadable Media’s reflections on new circulation models for independent producers. Also, here is a Prezi of Gabriela’s work.

Tracing Where Spreadable Media Has Spread

Monday, January 27, 2014   10:08
One of the most exciting aspects of the Spreadable Media project is to see where ideas from the book spread. Here is a wide range of places where ideas from the book have appeared over the past several months:
  • Giovanni Boccia Artieri’s piece in December (in Italian) for Tech Economy focuses on “dark clouds” hovering over the culture of digital circulation in Italy. Giovanni considers the conflicting logics of the moral economies of Italian commercial logics and the logic of citizens when it comes to copyright issues, and in particular troubling rulings from AGCOM, the Italian Communications Regulatory Authority, drawing on Spreadable Media. Giovanni wrote an original piece for the Italian version of the book.
  •  at the Centre de Cultura Contemporània de Barcelona provides thoughts on Spreadable Media’s implications for museums and other cultural institutions, in English and in Spanish.
  • Peabody Essex Museum Associate Director of Integrated Media Ed Rodley wrote a fascinating three-part series on his Thinking about museums blog from October-December 2013 entitled “Tilting at Windmills,” looking at issues and controversies in the art museum world on immersionexperience and participation, and visitor picture-taking in museum spaces. The piece on picture-taking draws on an argument from The Participatory Museum author Nina Simon and her use of the If It Doesn’t Spread, It’s Dead that was an early part of the “Spreadable Media” project to help show that museum photo policies should be open because people’s photos from a museum ultimately “promote(s) and spread(s) your content to new audiences in authentic ways.” Both Simon’s original piece and Rodley’s full series is fascinating as a look at how several issues explored in Spreadable Media are affecting the art museum space.
  • In his September 2013 “Script Symbology” column for Script, John Fraim considers the state of the traditional Hollywood film alongside the perceived diminishment of attention spans and the rise in a more participatory culture. Fraim draws on Spreadable Media to refer to the rising visibility of stories created by fans and other active audiences, resulting in some debate about what this means for the future of feature-length films.
  • Peter Froelich with Indiana University Press has published a new piece, “How to Spot Ugly Black Ducklings,” in the latest edition of Learned Publishing. While that publication isn’t available online, he has shared a pre-print version of the piece on his blog, which draws on Spreadable Media, as well as the American Association of University Presses event co-author Sam Ford spoke at in 2013.
  • University of Texas at Austin radio-television-film graduate student Charlotte Howell and Georgia State University communication graduate student Kyle Wrather use of the television series Parks and Recreation to respond to the U.S. government shutdown via Tumblr was highly spread online. See a recap of their project and Howell’s Storify, “Birth of a Spreadable Meme,” which cites Spreadable Media and a Fall 2013 visit from co-author Henry Jenkins as inspiring their approach to this project.
  • Mélanie Bourdaa’s October 2013 piece at France’s INA Global on “Fansubbing, a Cultural Mediation Practice,” makes reference to the practice’s existence among a larger culture of spreadability among fan communities that cross national and cultural borders, in particular mentioning Spreadable Media. See Bourdaa’s piece in English and in French. Also, see Bourdaa’s review of Spreadable Media for INA Global here.
  • Lisa Peyton draws on the book’s consideration of aspects of a media text that makes it more likely to be spread in her examination of a marketing campaign from restaurant chain Chipotle.
  • Italian newspaper Correre della Sera draws on Spreadable Media in this December 2013 piece when discussing the success of the latest season of the Italian version of X Factor, particularly talking about the importance of “spreadability” when it comes to online discussion around live television and challenges for subscription TV models.
  • Andrés Valdivia at Noise-Media in Chile writes about his interest in issues of media convergence after reading Spreadable Media and hearing the authors speak at South by Southwest. Valdivia recounts a grassroots reaction to television programming about the coup and dictatorship of Pinochet and how it both gave audiences a chance to use social media to share their emotions and have conversation around the television programming while also giving experts, including journalists and academics, the opportunity to provide additional contextual information. Valdivia asks how content creators might learn from that example when it comes to creating opportunities for potential engagement across multiple platforms.
  • Marcos Hiller at Trevesan Business School in Brazil integrates Spreadable Media into this online reflection about changes in the ways people participate with companies and around their content in today’s communication environment (in Portuguese).
  • Julia Errens at Brand Perfect questions whether a focus on “spreadability” makes sense for luxury brands that thrive on their inaccessibility in her piece “The Luxury Conundrum.”
  • Jon Lisi’s November “Socially Mediated” PopMatters piece asks, “Does Tinder Transform Dating Culture?“ In seeking an answer, Lisi evokes Spreadable Media to help pose questions of what people are doing proactively with new technologies, largely to further the sorts of practices they do in the “un-virtual” world.
  • Creativity in Public Relations author Andy Green writes about the difference between creating “sticky” content and the business logic behind stickiness‹as well as the importance of language regarding concepts in marketing and communications, drawing on Spreadable Media and his participation in a webinar with co-author Sam Ford.
  • Art critic Pierre Berger references the book in his review of the opening of Jean-Jacque Launier’s “entertainment art” museum Art Ludique, le musée, in Paris. Berger writes that the museum opens up a space to further look at the connection of the entertainment and art worlds, which has become particularly important with the current “explosion of ‘spreadable media.’” Spreadable Media also appears in Berger’s DICCAN (Digital Creation Critical Analysis) “dictionary of digital art,” under the entry for co-author Henry Jenkins.
  • New York University’s Melanie Kohnen evokes Spreadable Media when writing about her experiences at the New York Television Festival’s Digital Day 2013 for media and cultural studies blog Antenna, in particular referencing the TV industry’s key focus on Twitter for audience feedback and show promotion and discussion at the event to shift away from a “stickiness” logic promoting show websites from the network to more dispersed participation among cast and crew in discussions with fans via sites like Twitter, where the discussions are already happening.
  • The blog of “Tobytall” makes a short but provocative point about Spreadable Media vis-a-vis the nature of the publishing world today. She shares a quote from the book about the importance of sharing stories alongside the copyright warning that says no part of the book may be copied and shared.
  • City University of New York John Jay College of Criminal Justice English professor Carmen Kynard includes Spreadable Media among the bibliography on her “Soul Children 2.0: Reflections of an AfroDigital Writing Teacher” project for her site “Education, Liberation & Black Radical Traditions: A Teaching & Research Site on Race, Writing and College Classrooms.
  • Middlebury College student Miriam Nielsen kept extensive notes via the blog for her thesis as she read through the book. See her reactions here.
  • 3KHz studio owner Paul Maddocks writes about the nature of “spreadable media” and the business models of the companies that facilitate online sharing, drawing on the co-authors’ MIT Futures of Entertainment talk, as well as the original white paper that inspired the book.
  • University of Queensland Centre for Critical and Cultural Studies’ Karen Brooks refers to Spreadable Media in her review of the film One Chance, which is about former Britain’s Got Talent winner Paul Potts for The Courier-Mail in Brisbane, Australia.
  • De Montfort University’s Rob Watson draws on Spreadable Media in this reflection of what the city of Leicester needs to do to build its cultural identity in a way that connects with and reflects the desires of its people.
  • Stefanie Silveira, a Ph.D. researcher in Communication at The University of São Paulo in Brazil, provides a presentation which looks at themes from Spreadable Media in connection with Henry Jenkins’ previous book, Convergence Culture.
  • Lee Lindsey, Learning Technology Leader at Genworth Financial, gave a presentation entitled “Transmedia Storytelling and Mobile Devices: The Future of mLearning?,” as part of The eLearning Guild’s Online Forum entitled “mLearning: Tips and Techniques for Planning, Analysis, and Design,” in September 2013. In it, he recommends Spreadable Media as a resource.
  • Could understanding “spreadable media” get you a job? For their new j position Graduate Developer, Alternate Reality Games, London-based company Transmedia Storyteller lists understanding the concept as a “desirable” skill/attribute.
  • “Based on what you know about digital narratives, what do you think the term ‘spreadable media’ applies to?” This and other questions about civics and storytelling from Houghton Mifflin Harcourt’s “Digital Storytelling Quiz.”

Spreadable Media Authors on the Road and in the News

Monday, January 20, 2014   10:23
What have Spreadable Media’s co-authors been up to of late?
  • In October, co-author Sam Ford joined CafePress VP of Digital Strategy Jason Falls and Word of Mouth Marketing Association President Suzanne Fanning  in a Social Media Today webinar discussion moderated by Shelby County Schools (Memphis, TN) Chief Communications Officer Emily Yellin  entitled “Spreadable Media: How to Make Word of Mouth Work for You.” The audio archive and slides are available here, while a recap of some of the Twitter activity during the Webinar is available here from Suzie McCarthy.
  • Co-author Henry Jenkins was interviewed for a New York Magazine story by Katie Van Syckle on the popularity of Grumpy Cat, where Henry notes that, “If the culture is going to be snarky, you need images that communicate snakiness.
  • Co-author Sam Ford led a masterclass session about Spreadable Media via Skype for the National University of Tres de Febrero NEOTVLab’s VI International Summit on Nov. 1 in Buenos Aires.
  • Ford was on WKYU-PBS’s Kentucky OUTLOOK in September 2013 to discuss Spreadable Media and the implications of living in an era with greater freedom to share content, on the one hand, but also great concerns about privacy in an era of “Big Data” with host Barbara Deeb.
  • He also wrote a January 2014 piece for NYU Press’ From the Square on “Embracing Spreadability in Academic Publishing,” focused both on learnings from Spreadable Media, as well as his participation in the 2013 conference of the American Association of University Presses.
  • Dawn C. Chimielewski with The Los Angeles Times quotes co-author Sam Ford about the logic behind Netflix’s creation of various new series and mini-series as part of the Marvel comics film and television story world.
  • Ford was a guest in September on Len Edgerly’s The Kindle Chronicles podcast, talking both about concepts from Spreadable Media and the book project itself. Elsewhere, Eolake Stobblehouse writes about his main takeaways from the podcast.
  • He also took part in an online video discussion with University of Oregon visiting scholar Helen De Michiel’s Fall 2013 Mass Media & Society “Participatory Media and Social Practice” class for the School of Journalism and Communication. The class posted a video of the class discussion here.
  • Chris Fleischer with Valley News in Lebanon, New Hampshire, includes comments from Sam Ford in their article about a popular online music video featuring patients from the Children’s Hospital at Dartmouth, discussing ethical considerations that are raised when content starts to spread widely online.
  • Ford also led sessions for the presidents of the member schools of the Association of Independent Kentucky Colleges and Universities in November and the Luxury Marketing Council in December about Spreadable Media.

Upcoming Spreadable Media Events

Monday, January 13, 2014   9:35

Spreadable Media in the Classroom

Friday, January 10, 2014   12:22
As we begin a new semester, here is a list of some of the places where Spreadable Media is being used in the classroom, along with links to the available online syllabi:
  • University of North Dakota Communication Professor Kyle Conway used Spreadable Media in his “Social Implications of an Information Society” course this semester. Find the syllabus, and class blog, here.
  • University of Oregon visiting scholar Helen De Michiel used Spreadable Media in her Mass Media & Society “Participatory Media and Social Practice” course for the School of Journalism and Communication. Find the syllabus, and class blog, here.
  • Paul Valéry University, Montpellier III’s Claire Chatelet (in France) lists Spreadable Media among the required readings for her cinema class on uses and challenges of digital audiovisual media.
  • Suellen Adams includes Spreadable Media as a required text for her “Social Media for Information Specialists“ class at the University of Texas at Austin’s School of Information.
  • Jacqueline Vickery included Spreadable Media as a required text for her “New Media Theories” class at the University of North Texas’ Department of Radio, Television, & Film.
  • Renira Rampazzo Gambarato, assistant professor of media communications at the National Research University Higher School of Economics in Russia, includes Spreadable Media as a “core source” for her “Transmedia Storytelling” course.
  • Southern Polytechnic State University’s Mark Nunes is using Spreadable Media in his “Media Theory & Practice“ course for the Communiction department.
  • Victoria University of Wellington (New Zealand) lecturer Michael Daubs is using Spreadable Media for his “New Media: Theory and Practice class.
  • Drew University’s Sandra Jamieson includes Spreadable Media among the required reading for ENGL 219: “Blogs, Tweets, & Social MediaWriting with Clarity and Style in the New Millennium.”
  • Clayton State University’s Steve Spence includes Spreadable Media as a required text for his Communication and Media Studies “Social Media course.
  • New York University’s Melanie Kohnen includes excerpts and online pieces from Spreadable Media in her “Transmedia Television” senior seminar.
  • Kathi Inman Berens includes the introduction of Spreadable Media in her “Digital Humanities & New Media: An Introduction” class for Marylhurst University’s English Literature & Writing Department.
  • Northwestern University’s Aymar Jean Christian includes a chapter from Spreadable Media in his “Power in Entertainment” class.
  • Ravensbourne’s James Morris includes Spreadable Media among the recommended reading for his “Digital Advertising: Art Direction and Copywriting” class.
  • Daiane Scaraboto’s Social Media Marketing class at the Pontificia Universidad Católica de Chile recently read and shared online questions/discussion about the If It Doesn’t Spread, It’s Dead white paper from the project that eventually led to the Spreadable Media book. See the class notes and reactions here.

European Tour 2012: Henry Jenkins Spreads the Word

Monday, December 30, 2013   1:05

Now that Spreadable Media is out in Italian and soon to be released in Portuguese, here is a glimpse at the book’s European “preview” last year. In Summer 2012, before Spreadable Media was released, co-author Henry Jenkins went on a speaking tour in Europe, where he talked about the book across a range of countries. Here are some of those talks, available online, as well as other key interviews, etc.:

August Spreadable Media Updates

Friday, August 16, 2013   2:07
A few new updates on Spreadable Media:
  • Big news on the international front, as Editora Aleph has announced that the Portuguese-language version of Spreadable Media has a scheduled release date of November 10, 2013.
  • University of Pennsylvania Professor of Communication Elihu Katz recently wrote about his take on Spreadable Media–and what he felt the book missed. See Katz’s review for Public Books, and Spreadable Media co-author Sam Ford’s response, here.
  • BuzzFeed VP of Agency Strategy and Industry Development Jonathan Perelman recommends Spreadable Media on The MediaBriefing’s Summer Book Club list, calling it “a must read.”
  • Sam Ford was recently interviewed by Sabri Ben-Achour for a story for Marketplace on NPR about TV show strategies of engaging fans across multiple supplementary media texts, built around the return of AMC series Breaking Bad for its final episodes.
  • Also, Ford’s Peppercomm colleague Lauren Begley used concepts from Spreadable Media to analyze a variety of content created around Breaking Bad from a range of others, at The Innovation Mill.
  • Jurgen Appelo at NOOP.NL named Spreadable Media as #25 on his  ”40 Best Influence & Persuasion Books” list.
  • Sam Ford recently weighed in on Deborah M. Todd’s Pittsburgh Post-Gazette story about a new study from University of Pittsburgh’s Andrew Stephen and Columbia University’s Olivier Toubia on what motivates people to tweet.
  • Gail Zahtz recently featured Ford on her “Health and Design Today” podcast on blogtalkradio to talk Spreadable Media and a range of its implications on the media industries, on citizenship, and on groups advocating for social change.
  • Ford also participated in the Carpool Health Chat #CPHC Twitter discussion on August 13th, talking about Spreadable Media‘s implications for healthcare industry and advocacy communities.
  • The Gordon Institute of Business Science at The University of Pretoria in Johannesburg, South Africa, highlights Spreadable Media among a dozen new titles in its library collection.
  • Todd Davies includes Spreadable Media on his recommended books for student-led discussions for his “ICT, Society, and Democracy” course at Stanford University’s Symbolic Systems program.
  • Max von Grafenstein, a doctoral candidate at the Alexander von Humboldt Institute for Internet and Society,  shares his research addressing the question, “Can or should TV and other formats be copyright protected?” drawing on concepts from Spreadable Media.
  • Faye Woods, a lecturer with the Film, Theatre and Television Department at the University of Reading in the U.K., draws on concepts from Spreadable Media in her work, “The Show that Launched a Thousand Blogs: The Reception of Lena Dunham’s Girls,” presented at the Television for Women Conference at the University of Warwick in May 2013.
  • Georgia Gwinnett College Writing and Digital Media student Morgan Nalley writes about the business model of Pandora and how it adheres to both the logics of stickiness and of spreadability, using the original white paper on spreadability that Henry Jenkins co-authored with Xiaochang Li and Ana Domb.

July Spreadable Media Updates

Wednesday, July 24, 2013   11:40
Here are a few updates about Spreadable Media:
  • Athabasca University Women’s and Gender Studies professor Rhiannon Bury reviews Spreadable Media for the latest edition of the International Journal of Communication. She writes that the authors “take pains to avoid simplistic pronouncements and instead offer an encompassing and engaged discussion of the complex and diverse ways in which various forms of media are circulated in the so-called Web 2.0 era.”
  • Spreadable Media co-author Sam Ford’s latest piece with Harvard Business Review draws on concepts from Spreadable Media, as he urges professional communicators to “Rediscover Your Company’s Humanity.”
  • IndieWire’s Bryce J. Renninger refers to Spreadable Media in his piece on The Asylum’s Sharknado on SyFy, questioning how the company might best listen to and change strategy based on the high level of online discussion about the film.
  • Ontario public media company TVO recently released three interviews with Spreadable Media co-author Henry Jenkins for its series “Pull: How Technology Is Changing the Conversation.” See short videos with Henry on the influence of participatory culture on education, how social media is influencing political agendas, and how spreadable content makes the consumer king.
  • Miami University graphic design professor Helen Armstrong has been using Spreadable Media on her summer syllabus for “Design Plus Code: An Introduction.” See her full syllabus here.
  • Also, University of Southern California Annenberg Innovation Lab Fellow Kathi Inman Berens used Spreadable Media for her Spring 2013 Communications course, “Cultures of New Media.” See her syllabus here.
  • The Paris-based office of advertising agency DDB wrote about Spreadable Media in May, focusing on the book’s emphasis of the “phenomenon of circulation” of media content and fans’ roles as “translators, smugglers, curators, mediators.” (Excuse any bad French-to-English translations.)
  • Last month, Concordia University Ph.D. candidate Charlotte Fillmore-Handlon wrote for the Ampersand Lab about Spreadable Media in the trajectory of Henry Jenkins’ work.
  • Georgetown University Communication, Culture & Technology Program student Sara Anderson uses Spreadable Media and several other recent pieces of scholarship to explore ”how virtual communities are structured.”‘
  • Scott Reed’s “Writing and Digital Media” class at Georgia Gwinnett College were charged with “creating spreadable media” around their class readings.
  • David Roberts, assistant professor of mass communication at Missouri Valley College, shares his summer reading list in the MVC Delta student newspaper, including Spreadable Media as one of his nine recommendations.
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