SPREADABLE MEDIA: CREATING VALUE AND MEANING IN A NETWORKED CULTURE

Book ID/图书代码： 14932714B72173

English Summary/英文概要： Spreadable Media maps fundamental changes taking place in our contemporary media environment, a space where corporations no longer tightly control media distribution and many of us are directly involved in the circulation of content. It contrasts “stickiness”—aggregating attention in centralized places—with “spreadability”—dispersing content widely through both formal and informal networks,some approved, many unauthorized. Stickiness has been the measure of success in the broadcast era (and has been carried over to the online world), but “spreadability” describes the ways content travels through social media.

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.

Chinese Summary/中文概要： 社会化媒介地图在我们当代的媒体环境中正发生着根本性的变化, 企业不再严格控制媒介的分布，我们许多人直接参与到媒介内容的传播中。相比较“固定性”（即聚焦集中关注的地方）来说，“铺展性”是截然不同的--(它通过正式和非正式的网络广泛扩散媒介内容,有的被认可，许多未经批准）。 “固定性”是广播时代衡量成功的标准(已经延续到网络世界), 而“铺展性”介绍了通过社交媒体传播内容的一些方式。

紧跟非常有影响力的《融合文化:新老媒体碰撞》,这本书挑战一些流行比喻， 其框架描写了当代媒体, 从生物隐喻“模因”、“病毒” 到“Web 2.0”和流行的“影响者”的概念 。《社会化媒介》研究了受众参与性、参与环境、评估创造价值的方式、以及这些核心现象的跨国流动性。它讲解了媒介内容更容易社会化的因素, 强调了为了大量传播而构建的新兴媒体商业模式。书中还探讨了企业由于适应新沟通方式而面临的内部紧张关系, 主张在企业文化方面有必要由“听”转变到“真正听进去”。

借鉴电影、音乐、游戏、漫画、电视、跨媒体叙事,广告和公共关系等行业, 尤其是从美国和世界各地的例子中，作者介绍了目前的媒体环境。他们强调内容创作者必须解决的棘手问题, 作为一个公民，我们中的大多人都是媒体内容的传播者，都必须要承担责任. 《社会化媒介》是写给我们所有积极创造和分享媒介内容的人们,这本书让我们清晰的了解人们是如何传播理念以及这些行为在商业，政治和日常生活中的重要意义。(LNL)

Awards/获奖情况：“当代媒体环境以个体形式逐渐控制了他们自己所创建的内容” ---Kirkus

“作为一种沟通方式，它对数字社交媒体全新性质做了目前为止最好的分析。其见解基于对技术和文化嵌入式数字通信网络的深入了解,让我们重新认识了未来几年内的文化变革”--- Manuel Castells，南加州大学Wallis通信技术与社会研究的主席

“总之,现代媒体的构建和消费方式的确反映了现实,让我们就此的谈论是有意义的。这是社会化媒介的世界, 我们都是它的一部分。它对要制作媒体,分析,使用,销售或吐露心声的每一位都是有用的。” --- Espenson, 《太空堡垒卡拉狄加》,《从前》,和《丈夫》的制片人

“是时候让那些思想家把营销传播者拉出去看看是什么让媒介内容从消费者到消费者,营销者到消费者，又从消费者到营销者了。这种概念不是指你可以创建病毒性内容, 而是Jenkins,Ford,和Green的怀疑假设,测试理论以及给我们的任务。社会化媒介推动着我们的思维。我们将变成更聪明的营销人员，由此，你什么不读这本书呢?” ----Jason Falls, “社交媒体探索者” 的首席执行官和《无废话社交媒介》的作者

"社会化媒介对于想要了解当今的媒体是如何工作的人来说是一本必读书 ---- Deep Media

About the Author/作者介绍： Henry Jenkins是南加州大学通信，新闻学，电影艺术和教育学的教务长教授。五本书的作者，有最近的《融合文化》（2008），和《粉丝》，《博客》，《游戏玩家》（2008），《哇巅峰》（2006），这些都可以从纽约大学出版社购买，同时他也是八本媒体通信类书的合著者和编辑。 Sam Ford是数字战略与Peppercomm战略通信的主管，麻省理工学院的比较媒研究项目和西部肯塔基大学流行文化研究项目的成员,Fast公司的定期撰稿人，《生存的肥皂剧》(2011)的合著者。 Joshua Green，媒体研究博士学位，是Undercurrent数字战略公司的策略师,在麻省理工学院和加州大学成功研究了一些项目。他是《YouTube》的作者:在线视频和参与式文化(2009年,译林出版社)(吉恩•伯吉斯合著)。

Henry Jenkins is Provost’s Professor of Communication, Journalism, Cinematic Arts, and Education at USC. He is author of five books, most recently Convergence Culture (2008), Fans, Bloggers, and Gamers (2006), The Wow Climax (2006), all available from NYU Press, and is co-author or editor of eight other books on media and communication.

Sam Ford is Director of Digital Strategy with Peppercomm Strategic Communications, an affiliate with the MIT Program in Comparative Media Studies and the Western Kentucky University Popular Culture Studies Program, and a regular contributor to Fast Company. He is co-editor of The Survival of the Soap Opera (2011).

Joshua Green is a Strategist at digital strategy firm Undercurrent. With a PhD in Media Studies, he has managed research projects at MIT and the University of California. He is author (with Jean Burgess) of YouTube: Online Video and Participatory Culture (2009, Polity Press).

Format:电子手稿

Rights Status/版权销售情况：Simplified Chinese/简体中文：SOLD

Complex/Traditional Chinese/繁体中文：AVAILABLE

Sales in other countries/其他国家销售情况：

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