Spreadability in Advertising/Marketing/PR
Here are a few of the pieces from academics and practitioners that draw on Spreadable Media in an analysis of advertising, marketing, and PR issues:
- Joseph Turow makes “The Case for Studying In-Store Media” in Media Industries, arguing that a focus on digital platforms has led to vibrant new avenues of study about the media industries (including a reference to Spreadable Media’s focus on “the implications of changing brand strategies”) but that very little focus has been put on a study of media engaged with in retail locations.
- In their 2014 Communication & Sport piece, “Embracing the Social in Social Media: An Analysis of the Social Media Marketing Strategies of the Los Angeles Kings,” authors Cole Armstrong, Elizabeth B. Delia, and Michael D. Giardina draw on Spreadable Media’s definition of an environment of spreadability, description of the potential for fans to have greater participation with and around entertainment/brands, and qualification that the communities/interests behind practices increasingly seen online often have deep root in social practices well before online technologies came along.
- Irene McGinn of the University of the West of England’s Bristol Social Marketing Centre refers to the distinction Spreadable Media makes between spreadability and Jason Mittell’s work (included in the project) on “drillability” in her “Spotlight on Social Marketing #22: Using Transmedia Stories to Engage Audiences with Social Issues.”
- Catrine Hernes Hovland’s 2013 Master’s thesis for the Norwegian University of Science and Technology, entitled “Kommunikatørenes Perspektiv: Hvordan ulike Bedrifter Jobber med Sosiale Medier, og Hvordan Kontekst og Forståelsesrammer Påvirker Resultater,” focuses on varying perspectives on social media from professional communicators managing company social media platforms. The thesis draws particularly on Spreadable Media’s distinction between “stickiness” and “spreadability.”
- In his 2013 honors thesis for Trinity University’s Communication Department, “Transmedia Cohesion in Motion Picture Advertising,” Matthew Fischer Kafoury refers to Spreadable Media in examining what is considered “viral marketing” around advertising for films.
- In her paper for the University of Southern Denmark-Odense’s Economics and Business Administration published online via Scribd, Desislava Dobreva uses concepts of Spreadable Media in her considerations of whether advertising stunts encourage or discourage spreadability. Find more at “‘Prankvertising’—Behind the Curtains of Consumers’ Consciousness.”
- In her December 2013 essay in Advanced Marketing Communication for the University of Southern Denmark, entitled “Big Brother and the Cyborg: Discourse Analysis of Google Glass Advertising on YouTube,” Jannek K. Sommer draws on Spreadable Media’s distinctions between audiences and publics to analyze the audience participation that occurs on the YouTube channel of a brand.