This book discussion centers around Henry Jenkins, Sam Ford, and Joshua Green's book Spreadable Media: Creating Value and Meaning in a Networked Culture (New York University Press, 2013; out in paperback in spring 2018). In this meeting, participants examined the networked nature of media and advertising today and how it differs greatly from the centralized broadcast era that dominated much of media and advertising's early history. As the critics agreed, media industries no longer solely control media and advertising messages that it puts out. Viewers, users, and consumers can now speak back to and spread advertising messages. Today, this democratizing "spreadability" is the prevailing logic where consumers themselves can share content they like, enjoy, or even hate. Despite some participants voicing concerns about whether social media spaces have been co-opted by corporate interests, as many of the roundtable participants stressed, audiences are now widely seen as active contributors to moving media and advertising content around the world. Further, audiences' participation in this process has made advertisers more responsible, reflective, and thoughtful in their work.

Additional Information

Launched on MUSE
Open Access
Back To Top

This website uses cookies to ensure you get the best experience on our website. Without cookies your experience may not be seamless.