Spreadable Media

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 stickinessaggregating attention in centralized placeswith spreadabilitydispersing 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.