The theory of spread ability by Henry Jenkins is about the how different content can spread and become viral and what about that content gives it the characteristics that allow it to be more easily spread.
‘If it doesn’t spread, it’s dead’-Henry Jenkins
To be spreadable the content must be online, there are many benefits to content being online as well as in a marketing sense. In the sense of online content and social marketing online there are many benefits that the proliferation of hardware and content.
Media used to be physical and singular with things such as film and VHS now due to technological convergence means that media is no longer singular as technology does a range of things such as an iPhone can upload, record, stream, and contact others all at the same time.
Viral used to refer to a virus that could be spread between people. Now viral means; quickly and widely spread by person to person normally digitally. What makes something viral? Why do some things become popular, and others do not?
If it can be on a range of platforms, then it is more likely to be spreadable. In order for something to be viral it must align with audiences:
-values
-agenda
-options
-sense of Humor
-taste
These factors will determine whether audience share content or do not share content. Comedy based content tends o be short winded and dies out quickly.
Benefits of online/social marketing:
- cheap, international and national
-fast targeted
-easier to target audience
-interactive
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