“Why Media Spreads” by Jenkins, Ford, Green


Spreadability is what helps media spreading easier, what makes spreading happen and what makes people want to spread certain text. The writer merged the meaning of “spreadablility” with the meaning of “stickiness” ( a term used in Malcolm Gladwell’s The Tipping Point, 2000 ) by saying,”In short, to Gladwell, sticky content is material that people want to spread” ( pg. 140 ). The term “stickiness” focuses on catching and keeping the audiences attention. “Spreadability” refers to how and why they share it with others. examples of tools for readability include: social media, e-mail, website, phones, computers, etc.

Participatory Culture

Participatory culture is the interaction between fan groups and communities that spread media. This term, by Henry Jenkins, was used as a way to decide if people were fans and helped the circulation of text or if the just looked and went about their day. Fans are the biggest part of media circulation. It is the authors responsible to see the public “not as simply consumers of preconstructed messages but as people who are shaping, sharing, reframing, and remixing media content in ways which might not have been previously imagined”(pg.138). This helped me realize that a writer is nothing without its reader.

Papyrus and Marble

Papyrus and marble represents how easily or difficult media is transported from one place to another and all around the world. Marble assumes the role of media that is to difficult to transport but it also preserves information. Papyrus plays the part of media that is able to move across the world quicker and easier. “Innis argues that ongoing tension between durability and mobility- between marble and papyrus- has determined what kinds of information gained visibility in its own time what has been preserved for subsequent generations”(pg. 165).


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