Spreadable Media’s co-authors have been talking about themes from the book in a range of venues these past few months. Read those interviews here:
- Arturo Arriagada interviewed co-author Sam Ford for Chilean newspaper La Tercera, which ran on May 3 (in Spanish). The interview also ran at Observatorio de Medios FUCATEL.
- Co-author Henry Jenkins was interviewed by Julia Fernandez on the Library of Congress’ The Signal: Digital Preservation site in July 2014. Jenkins explains the book’s reaction against “viral media” and unpacks what is meant by the phrase, “If it doesn’t spread, it’s dead”: If we don’t know about the media, if we don’t know where to find it, if it’s locked down where we can’t easily get to it, it becomes irrelevant to the conversations in which we are participating. Spreading increases the value of content.”
- In July 2014, Bob Morris interviewed co-author Sam Ford about his background, his career, his philosophy, and—in particular—in depth about Spreadable Media.
- Also, Nino Rapin interviewed Ford for Opoloo’s Squirrel Park “great conversationist” interview series where he discussed, among other things, the writing process for Spreadable Media.
Spreadable Media’s co-authors continue to do work drawing on ideas from the book. See these recent publications:
- In his 2014 piece for The Journal of Fandom Studies, “Fan Studies: Grappling with an ‘Undisciplined’ Discipline,” co-author Sam Ford draws on Spreadable Media’s description of “accretion texts,” the increased interest from marketers and the media industries on fans, and the book’s argument that the audience’s increased ability “to share, discuss, debate, and critique texts” today “constitutes the greatest shift in the media ecology in a digital age.” Ford also references the ways in which the 2007 “Gender and Fan Studies” series impacted the Spreadable Media project.
- In his 2014 piece for Cultural Studies, “Rethinking ‘Rethinking Convergence/Culture’,” co-author Henry Jenkins writes extensively about what informed and shaped the Spreadable Media project in the aftermath of his previous book, Convergence Culture.
- NYU Press’ new book Making Media Work: Cultures of Management in the Entertainment Industries, edited by Derek Johnson, Derek Kompare, and Avi Santo, includes an essay from co-author Sam Ford, entitled “Listening and Empathizing: Advocating for New Management Logics in Marketing and Corporate Communications.” (See an earlier version posted for the MIT Media in Transition 8 conference.) In the essay, Ford draws on Spreadable Media to talk about infrastructural tensions within organizations around who “owns” the customer relationship.
- The University of Southern California’s Annenberg School for Communication and Journalism ran an excerpt from Spreadable Media in their Winter 2013 Agenda magazine.
- In late 2013, Spanish-language journal Panorama Social ran Ford’s “Diferencias entre Oír y Escuchar al Público en la Comunicación Corporativa,” which draws on Spreadable Media’s distinction between “hearing” and “listening” to further explore the concept in corporate communication/public relations/marketing.
- Harvard Business Review recently re-ran Ford’s 2013 piece, “In Marketing, People Are Not Numbers”—drawing on concepts from Spreadable Media—in Russian.
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.
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.:
- Henry spoke at the Centre Pompidou in Paris, in an event organized by Sorbonne Nouvelle-Universite Paris 3 and supported by Orange’s Transmedia Lab. His talk was on “Engagement, Participation, Play: The Value and Meaning of Transmedia Audiences”. After the event, Henry also did an interview (in Italian) with Adele Savarese at Ninja Marketing about spreadability, participatory culture, and transmedia storytelling.
- He was a keynote for the Fundación Telefónica Transmedia Living Lab, delivering a talk entitled “‘Occupying’ the Transmedia Landscape: Spreadable Media, Fan Activism, and Participatory Learning” as part of various speaking engagements in Madrid.
- Henry was the keynote speaker for the Center for Storytelling in Lucerne, Switzerland, discussing “How Content Gains Meaning and Value in the Era of Spreadable Media.”
- He also spoke on this subject at the Institute of International and European Affairs in Dublin, Ireland. While in town, he talked about issues related to the book with Irish radio station RTÉ (here and here.)
- Also, see Henry’s talk on similar issues at Central European University in Budapest, Hungary. Listen to the audio here, and find video here, here, here, here, here, here, and here.
- He keynoted a symposium in Prague entitled “Transmedia Generation: On Empowered and Impassioned Audiences in the Age of Media Convergence.” Find his talk here. In addition, he joined a panel to discuss political and educational implications of his work, available via video here.
- Henry also talked on this subject with a group of professional journalists in Lisbon through a masterclass organized by the Centro Protocolar de Formação Profissional para Journalistas (CENJOR), in conjunction with the U.S. Embassy in Portugal.
- He spoke about Spreadable Media in London as part of the “Digital Transformations” series. The last part of his talk and the Q&A is available here.
- In Stuttgart, Henry conducted a lecture as part of 5D’s transmedia storytelling track at the FMX 2012 conference. In addition, Henry joined production designer Alex McDowell, director Shekhar Kapur, and moderator Inga von Staden to talk “The Future of Storytelling in Transmedia” in a session that was recorded. Also, during Henry’s time in Germany, he talked with Transmedia Storytelling Berlin about “transmedia storytelling around the world.”
- Henry talked with TheNextTV Channel in Rome about his research (here and here) while in town for a “Talking IED” event about “the transmedia generation” with the Istituto Europeo di Design.
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.
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.
Word about Spreadable Media continues to…spread:
- Sam Ford recently spoke at the Planning-ness conference in Massachusetts, asking, “How Does Content Really Spread?” Also, see this Slideshare of Sam’s presentation.
- Henry Jenkins was recently a guest on the PBS MediaShift Mediatwits podcast with Mark Glaser, Monica Guzman, and Andrew Lih, talking about “how media spreads and why.”
- Sam Ford also recently spoke about the book project at the Berkeley Center for New Media at the University of California-Berkeley.
- opensource.com’s Kendra Mack writes that Spreadable Media is worth reading as a corrective because “contemporary Web 2.0 rhetoric focuses so heavily on how we share media, that it overlooks something even more important–why we share.”
- In his “Digital Bookshelf” post on USC’s 21st Century Scholar blog, Dr. Randy Clemens, Assistant Professor of Administrative and Instructional Leadership at St. John’s University, writes of Spreadable Media: “There is a glut of new writing about media that varies widely in terms of scholarly rigor. Start with this book.”
- The genConnect team recently published a post about their South by Southwest interview with all three Spreadable Media authors.
- In his recent Flow piece, Aymar Jean Christian references Spreadable Media and a range of other books that catalogue the state of how the logics of the media industries are evolving, in an essay looking at the balance between new models for media production and circulation from media conglomerates, alongside projects from independent producers.
- Michael Franklin, at his Film Business Research site, includes Spreadable Media on his list of “Inspiring Work: The Stuff that’s Actually Really Good”. Franklin also further considers the book’s look at the complicated issues surrounding “privacy” and “fair use” that often get blurred in copyright discussions.
- The latest Amazon review for Spreadable Media comes from Wilson Triviño.
- At C4E Trends, Francisco Pereze Latre provides a take on Sam Ford’s recent Harvard Business Review piece related to the book (in Spanish).
- Also, see recent posts on the book from USC graduate students at the “Multiplier” blog, here and here.
Two sessions at MIT’s Media in Transition 8 conference at the beginning of May focused on the Spreadable Media project. First, Spreadable Media contributor Chris Weaver moderated a discussion with Spreadable Media co-author Sam Ford; fellow contributors Whitney Phillips and Kevin Driscoll; and Harvard University’s Jonathan Zittrain and Microsoft NERD’s Kate Miltner, on “The Dark Side of Spreadability.” The discussion covered issues from disruption of people’s sense of privacy as content crosses from the private to the public domain. No video of the session exists, but thanks to Giovanni Boccia Artieri for a comprehensive Storify of the Twitter action from the session.
Meanwhile, Sam Ford also moderated a session, focused on “Transnational Dimensions of Spreadable Media,” with co-author Henry Jenkins and project contributors Nancy Baym, Ethan Zuckerman, and Aswin Punathambekar, discussing lessons from case studies ranging from Ghanan responses to “Gangnam Style” and participatory culture in digital India to emerging international business models for independent musical artists and the growing transmedia storytelling industry in Brazil. See a great recap from MIT Center for Civic Media’s Erhardt Graeff.
For a more comprehensive round-up of the conference, see these thoughts
from Fiona McQuarrie.