Spreadable Media explores the shift from centralized “stickiness” to dispersed “spreadability” in our contemporary media landscape. It reveals how content circulates through formal and informal networks beyond traditional broadcast channels.

Building on Convergence Culture, this work examines audience engagement, participatory environments, and the creation of value through appraisal and transnational flows. It challenges metaphors like “viral” and “Web 2.0” and outlines emerging business models for a participatory world.

Key Topics

• Definitions of stickiness vs. spreadability
• Strategies for participatory audience engagement
• Case studies from film, music, games, comics, and television
• Media business models for participatory circulation

Ideal for content creators, marketers, scholars, and anyone interested in how ideas travel and shape business, politics, and everyday life in a networked culture.

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