“If it doesn’t spread, it’s dead,” is the simple consistent message of a new book, SPREADABLE MEDIA: Creating Value and Meaning in a Networked Culture, that maps the changes taking place in our media environment. For all their consolidation, concentration, and money, corporations can no longer control media distribution. Millions are now directly involved in the creation and circulation of content.
“Stickiness” – focusing attention in centralized places — has been the measure of success in the broadcast era. No more. “Spreadability” – dispersing content through formal and informal networks, with and without permission – is the new goal.
What does this mean for media? For information? For culture? For the distribution of power? And how can you take advantage of the new realities to have greater impact and influence?
I’ll be talking about all of that this week with one of the book’s authors, HENRY JENKINS. He coined the term “participatory culture” and he’s been paying attention for decades to the crowd on the other side of the camera, the microphone, and the screen.
ROBERT SCHEER, editor-in-chief of Truthdig, was Vietnam correspondent and an editor of Ramparts magazine from 1964-69. He worked with the Los Angeles Times for nearly 30 years, as a national correspondent from 1976-1993 and as a weekly syndicated columnist until 2005. In 2005 he co-founded Truthdig. Scheer is heard weekly on Left, Right and Center on NPR's KCRW. A clinical professor of communications at the University of Southern California's Annenberg School for Communication and Journalism, he is a contributing editor for The Nation as well as a Nation Fellow. Scheer has written nine books, including With Enough Shovels: Reagan, Bush and Nuclear War; The Five Biggest Lies Bush Told Us about Iraq; The Pornography of Power and his newest, THE GREAT AMERICAN STICKUP.
LIVE FROM the LA TIMES FESTIVAL OF BOOKS at the UCLA CAMPUS with REZA ASLAN, author, NO GOD BUT GOD and
BEYOND FUNDAMENTALISM and TERRY McDERMOTT longtime LA Times reporter, author, PERFECT SOLDIERS: The 9/11 Hijackers, and his latest, 101 THEORY DRIVE: A Neuroscientist's Quest for Memory