About the Book

In short, Spreadable Media argues: If it doesn’t spread, it’s dead.

Following up on the hugely influential Convergence Culture: Where Old and New Media Collide, this book challenges some of the prevailing metaphors and frameworks used to describe contemporary media, from biological metaphors like “memes” and “viral” to the concept of “Web 2.0” and the popular notion of “influencers.” Spreadable Media examines the nature of audience engagement,the environment of participation, the way appraisal creates value, and the transnational flows at the heart of these phenomena. It delineates the elements that make content more spreadable and highlights emerging media business models built for a world of participatory circulation. The book also explores the internal tensions companies face as they adapt to the new communication reality and argues for the need to shift from “hearing” to “listening” in corporate culture.

Drawing on examples from film, music, games, comics, television, transmedia storytelling, advertising, and public relations industries, among others—from both the U.S. and around the world—the authors illustrate the contours of our current media environment. They highlight the vexing questions content creators must tackle and the responsibilities we all face as citizens in a world where many of us regularly circulate media content. Written for any and all of us who actively create and share media 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.


You can order Spreadable Media securely from the NYU Press website at any time. The book is also available through bookstores and online vendors. The eBook edition is available for purchase on various platforms, including Amazon Kindle, Nook, Google eBooks, and Sony eReader.

If you are based in Europe, the Middle East or Africa, you can purchase Spreadable Media from our overseas distributors, Combined Academic Publishers. Please visit www.combinedacademic.co.uk for more details.