Spreadable media: creating value and meaning in a networked culture

摘要

Most noticeably, the year 2012 witnessed the global popularity of the Korean singer Psy and his horse-dancing song Gangnam Style. However in 2013, this sweeping fanaticism was replaced by another viral music craze, The Fox, played by a Norwegian comic group Ylvis. Together with other widely distributed remixes or parodies, users-generated derivatives are thriving via social media. Regardless of whether you nod or not, you are already a unconscious producer and consumer of a variety of media materials in the Web 2.0 era - 'shaping, sharing, refraining, and remixing media content in ways which might not have been previously imagined' (p. 2). 'If it doesn't spread, it's dead.' This irrefutable-like catchphrase that is uttered on the book jacket of Spreadable Media seems to conclude the authors' main idea on the characteristics of the digital culture.