User:A.milewska/sandbox

As Morgan done the introduction to the concept, as well as characteristics and definition, I decided to focus on practical examples of the concept, as well as comparing it to the stickiness model.

Examples

Here I will shortly describe examples of spreadable media,

1) Jenkin’s example of Susan Boyle and American Idol

2) The First Kiss video

Stickiness

For the spreadability model to emerge, shift from distribution to circulation was necessary. In his book The Tipping Point, Malcolm Gladwell popularized the idea of stickiness, which referred to the material that people would spread and share willingly. Producers of the content would purposely made the content sticky, by adding a certain aspect to it. What is the main difference between the concepts of spreadability and stickiness, is the audiences role in spreading the media. Before spreadability, the audience did not really have a choice as for what was being shared, as the content creators made the media valuable, without the audience’s involvement. In the stickiness model, it is the audience who is drawn to the media, not the other way around, as in the spreadability model.

Example

Here I’ll describe shortly Gladwell’s example of Sesame Street, as part of the stickiness model

Spreadability model vs stickiness model

Spreadability model	Stickiness model
the migrations of individuals	the flow of ideas
centralized	dispersed material
prestructured interactivity	open-ended participation
attracting and holding attention	motivating and facilitating sharing
sales force marketing to individuals	grassroots intermediaries advocating and evangelizing
separate and distinct roles	collaboration across roles

References

Gladwell, M. (2000). The tipping point: How little things can make a big difference. Boston, Massachusetts: Little, Brown.

Jenkins, H. (2006). Convergence culture: Where old and new media collide. New York: New York University Press. https://www.youtube.com/watch?v=IpbDHxCV29A