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
editHere I will shortly describe examples of spreadable media,
1) Jenkin’s example of Susan Boyle and American Idol
2) The First Kiss video
Stickiness
editFor 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
editHere I’ll describe shortly Gladwell’s example of Sesame Street, as part of the stickiness model
Spreadability model vs stickiness model
edit| 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
editGladwell, 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