Spreadable Media

The Butter To The Toast (Spreadable Media)

Spreadable Media is content that we spread via cyberspace.  We use tools like Facebook and Twitter to inform others about certain deals, photos, music, current events and also to become the producers of media.  Much of the content on sites like YouTube is content that is created by us.  By uploading content that is related to other content, we create a viral chain as others spread it around.  The above video is an example of a funny video that goes viral.  

There are videos online making fun of events in history and popular inventions, while also merging rap culture into the mix.  Below is Mario Brothers Rapping with The Wright Brothers:

Plunder

When the content goes viral, it has the potential to be reinterpreted and misunderstood.  People from other cultures reenact the video taking it out of its original culture and meaning.

Elvis's song "A Little Less Conversation" meant something far different when it was first made back in the 70's, but with today's DJ generation, the meaning and feel of the song was remixed by JLX.  Listen to the remix below:

The band Daughtry, make it big with song "What about now?"  The feel of the song has totally change as it has switched genres.  From rock culture into boyband pop culture, Westlife redoes this song perfectly.

Websites like Amazon.com and iTunes have incorporated free listening so that if you like the music you will either buy the song or the album.  This is certainly a good advertising ploy:  try the product for free, and then you will want to purchase it.  Amazon has recently revealed their AutoRip, which lets you own a free digital company of any album, if you buy the actual disc.  Piracy is also a big thing nowadays with sites like PirateBay and Mp3.com.  Sites like YouTube offer a way to find music, full albums and concert footage for download.  There are sites like Video2mp3 which allow you to rip the music and video right from YouTube.

Domains like MegaUpload.com and Rapidshare.net allow internet users to upload anything they want for free.  Others who search the domain can find links that allow access to this content.

This discussion of social media continues to explore how people use the internet to connect in different ways.  Being an active user of Facebook, I have seen and participated in spreading media. Everyday I log onto Facebook, I see on my wall lots of content that has been generated by the public.  Since I am a huge dog love, many memes and videos are posted to me.  I pass these media items around to my friends who find other videos and post back to me.  This spreading and trade of content is fun for everyone involved, but really helps out companies like Atlanta Humane Society or Petsmart get their brand name popular.  I also spread the above videos for a great laugh.  I love being an active user of Facebook, checking on my friends and feeds while also helping companies and organizations advertise themselves.

Spreadable Media Chapter 4

Participating in a Digital World of Collaborative Publics and Audiences

Chapter 4 of Henry Jenkins book, "Spreadable Media", jumps into a 360 look at what part we play as a vast array of collaborative communities.  The internet and social media platforms have opened doors to a whole new interactive business model.  Social platforms like Myspace, Facebook, Linked In and YouTube have become far more collaborative than the founders expected.  Advertising agencies put up footage about their products letting the public chat, like, forward, share and reproduce the original footage.  This collaborative aspect lets audience members become 'producers'.  As producers we have the responsibility to inform others about products that we like whether it be music, groceries, fashion or a type of automobile.  By sharing and tweeting song lyrics, photos, memes and parodies of what we like, a chain reaction occurs among the public.  The more views, likes and comments an original or reproduced media has, the more interactive the company should be with their audiences.  Companies are not always listeners, but they do hear and see what we have to say.

As collaborators and producers we are involved in a three-way communication system.  Being a member of this system, we give advice and opinions, create new story-lines, alter media, and impact the outcome of products.

The Crank Dat Fandom

 

  

Soulja Boy created his own dance routine that sparked a crazed of online videos.  These videos of people showing that they have dance skills circulated the choreography to surplus audiences.  People who didn't really like his music, but wanted to try the dance became his fans after uploading their footage or remix of the song.  This started dance battles between friends and record sales and downloads skyrocketed. Soulja Boy is not the only hip-hop artist who has had a dance trend following.  Artists like Lil Jon, Outkast, Chris Brown and many others have also had popular dance numbers that went to social media by the collection of circulated 'look at me dancing' videos.  YouTube has become the main social media platform for this type of collaborative fandom.  Song mash-ups,  DJ and fan remixes, and music parody are popular trends there. This trendy use of social media has now expanded over all genres of music.

A group of folks trying to dance to Soulja Boy - see the video below:

Another new trend on YouTube - Collaborative Beat-Boxing Quintet (*N SYNC Medley):

Adobe, a software company, has made it easy to edit, reproduce, and alter photos, videos and sound clips.  Adobe's Photoshop, FinalCut Pro and Dreamweaver have made it possible for fans to have fun with the free interactive properties of social media tools.  Sharing their creations on platforms such as Facebook, Twitter, YouTube and Instagram has become the leading entertainment for today's youth.  Not only do fans of a product use social media tools like these, but business have become investors as well   Companies pay for digital billboards that catch the eye of the public.  Gas stations have also jumped on board creating digital signage and touchscreen gas pumps.  In Asia, vending machines have become more interactive by using Twitter as the main platform for item access.  A person in need of a snack must tweet the machine for what they want.

Companies Who Listen

A new campaign by Lays Potato Chips has excited their public consumers by handing them the choice of future products.  A commercial explaining the rules and advertising three products for choice shows that Lays is listening.  Their fans had the choice between three flavors and their Facebook page is buzzing with discussion.  

Hidden Valley Ranch's Facebook page also creates an interactive fanbase by asking for insight concerning the pros and cons of their products.  Fans on this page can talk about the ingredients, texture and usage of Hidden Valley Dressings.  This collaborative process also involves asking about what the next flavor of Ranch should be.

In my opinion, this collaborative effort between fan-bases and publics is helpful for creating stickiness and popularity of products and services.  Ever since the late 90s, cyberspace was to be used as an interactive medium between family, friends and businesses.   Today the idea of connectivity is a far overachieved concept that has been enhanced through the use of Smartphones and Tablets.  People are using Web 2.0 to engage, entertain and do work.  I see social media tools making a huge impact in the ease of connecting, trading and entertaining in the near future.  The phenomenon of cyberspace sociability and interactivity has already come so far, I can't wait to see what's next!