The Impact of Astroturfing on Online Communities

Spreadable Media raises the issue of marketing subterfuges such as “astroturfing” employed by modern corporations. The massive explosion of online social networks and communities has naturally garnered the attention of marketers, who see great potential for outreach to customers. Given the communal, societal, and at times relatively anonymous nature of the modern Web, marketers enjoy […]

The Fate of Web 2.0

With the onset and inception of online social media in the mid-2000s, the concept of the more user friendly Web 2.0 became far more profitable.  Jenkins in this reading goes on to describe the phenomena of Web 2.0 as a means of interfacing between the internet user and the producer that would serve to promote […]

BuzzFeed: The Shift from Distribution to Circulation

Henry Jenkins, Sam Ford, and Joshua Green explore the way in which media is shared in Spreadable Media: Creating Value and Meaning in a Networked Culture. The ideas in this book touch on topics that we have explored this semester. When I think of “spreadable media”, I think of videos, pictures, and memes that go […]

Stickiness, Spreadability – what’s next? The road to Web 3.0

As now I am applying for jobs and getting no responses, there have been times of self-doubt when I thought it was because of my liberal arts degree that is not helping me to land jobs. In this money-driven, profit-fueled society, perhaps a practical and more vocational approach to digital would have benefited better – […]

Media Circulation: Peanut Butter, Susan Boyle, and Web 2.0

This week’s reading by renowned media expert Henry Jenkins entitled, Spreadable Media, deals with how society’s cultural facilities, both private and public, are being affected by commercial interests and what that might mean for the future of both media and cultural production, which in an increasingly digital society are interrelated. In Jenkins own words, the book is about: […]

“Barn-Raising” and the Social Exchange of Labor

On page 63 of Henry Jenkins’, Sam Ford’s, and Joshua Green’s “Spreadable Media,” have an extensive discussion about the efforts of Web 2.0 companies to seamlessly mesh the economic and social. The authors use the example of a nineteenth-century “barn-raising”—the act of a community building (or rebuilding) a barn for its newest member, free of charge, […]

Media as Cream Cheese (or, a Spread of Culture)

I never thought that the last blog post for my senior seminar would begin with a discussion of Susan Boyle, but here we are. Henry Jenkins, one of the leading thinkers in our field, has done it again with Spreadable Media: Creating Value and Meaning in a Networked Culture. Jenkins states early on that “[Susan] Boyle’s international success was […]