Aired: 04/21/13


"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.