SPREADABLE MEDIA: CREATING VALUE

Spreadable Media maps fundamental changes taking place in our contemporary media
environment, a space where corporations no longer tightly control media distrib
ution and many of us are directly involved in the circulation of content. It con
trasts "stickiness"-aggregating attention in centralized places-with "spreadabil
ity"-dispersing content widely through both formal and informal networks, some a
pproved, many unauthorized. Stickiness has been the measure of success in the br
oadcast era (and has been carried over to the online world), but "spreadability"
describes the ways content travels through social media.