WKU graduate co-authors book on 'Spreadable Media'
|Date: Monday, January 28th, 2013||Return to Archive|
The days of turning on the evening news or opening the morning paper to catch up on local, national or world events are long gone. Now when news breaks, we turn to online media or social networks to “like,” “share” or “tweet” the latest news.
The fundamental changes in the contemporary media environment are examined in a new book, Spreadable Media: Creating Value and Meaning in a Networked Culture.
Sam Ford, a 2005 WKU graduate, is one of three co-authors of the book about the role everyone plays today in circulating media content and what that means for audiences, media producers and marketers.
“A lot of people don’t see themselves as providers of media, but they do circulate content,” said Ford, an Ohio County native who lives in Bowling Green and is Director of Digital Strategy with Peppercomm. “The distribution of media content is not owned by companies now but by everyday people.”
Ford said he and co-authors Henry Jenkins and Joshua Green weren’t trying to create a new buzzword with “spreadable” media, but “we wanted to take this beyond the metaphors we’ve been using like ‘going viral’.”
Sharing media content through social media and email has become so commonplace for most people that “we don’t think it’s special,” he said.
“Content that we find interesting doesn’t infect us like a virus, and leave us sharing it with others without our knowledge,” he said. “Instead, the content spreads through the audience’s conscious decision to share it.”
For news media and marketing/public relations professionals, this shift in content sharing means that “the audience has a much more direct say in how things are distributed,” Ford said.
The challenges aren’t limited to media or the professionals, he added. “What is our responsibility as a circulator?” Ford asked.
The audience (or those of us who share content) must consider questions like: Is the source credible? What is our relationship to the content or to the person who shared it? What gives the content meaning? What if I find out the content I shared is incorrect?
“We all have a stake in this,” Ford said.
Ford, an alumnus of the Honors College at WKU, graduated from WKU with four bachelor’s degrees — news/editorial journalism, communication studies, mass communication and English (writing). He received his master’s degree in 2007 from MIT. He is an affiliate with both the Program in Comparative Media Studies at MIT and the Popular Culture Studies Program at WKU.
He plans to use the book this semester in his Intro to Pop Culture Studies course at WKU. The 352-page book also is accompanied by 35 online essays, including one by WKU faculty member Ted Hovet.
Ford and his co-authors have been working on the project since late 2007. He worked with both Jenkins and Green as part of the Convergence Culture Consortium project at MIT. Jenkins is Provost’s Professor of Communication, Journalism, Cinematic Arts, and Education at the University of Southern California. Green is Senior Strategist at digital consultancy Undercurrent.
As part of the book’s launch, Ford and his co-authors will present a featured session March 8 during the South by Southwest conference in Austin, Texas.
Ford is co-editor of the 2011 book The Survival of Soap Opera: Transformations for a New Media Era with Abigail De Kosnik and C. Lee Harrington. He was named Social Media Innovator of the Year in the 2011 Bulldog Stars of PR Awards for Outstanding Achievement by Communications Agencies and Professionals.
Contact: Sam Ford, email@example.com
- All Categories
- Academic Outreach
- Continuing & Professional Development
- Distance Learning
- Summer Sessions
- Winter Term
- Career & Workforce Development
- Lifelong Learning
- Society for Lifelong Learning
- WKU On Demand
- Study Away
- Faculty-Led Study Abroad
- Center for Faculty Development
- Cohort Programs
- Dual Credit
- Conferencing & Catering
- All Categories
- March 2016 ICYMI
- CHHS October 2011 E-Newsletter
- CHHS November 2011 E-Newsletter
- CHHS December 2011 E-Newsletter
- CHHS January 2012 E-Newsletter
- CHHS February 2012 E-Newsletter
- CHHS March 2012 E-Newsletter
- CHHS April 2012 E-Newsletter
- CHHS May 2012 E-Newsletter
- CHHS June 2012 E-Newsletter
- CHHS July 2012 E-Newsletter
- CHHS August 2012 E-Newsletter
- CHHS September 2012 E-Newsletter
- CHHS October 2012 E-Newsletter
- April 2016 ICYMI
- CHHS November 2012 E-Newsletter
- CHHS December 2012 E-Newsletter
- CHHS January 2013 E-Newsletter
- CHHS February 2013 E-Newsletter
- CHHS March 2013 E-Newsletter
- CHHS April 2013 E-Newsletter
- JUNE 2016 ICYMI
- CHHS May/June 2013 E-Newsletter
- CHHS July 2013 E-Newsletter
- Archived CHHS News
- CHHS October 2013 E-Newsletter
- CHHS November 2013 E-Newsletter
- CHHS December 2013 E-Newsletter
- CHHS February 2014 E-Newsletter
- CHHS November 2014 E-Newsletter
- CHHS May 2014 E-Newsletter
- CHHS April 2014 E-Newsletter
- CHHS June 2014 E-Newsletter
- CHHS July 2014 E-Newsletter
- CHHS December 2014 E-Newsletter
- CHHS August 2014 E-Newsletter
- CHHS September 2014 E-Newsletter
- CHHS October 2014 E-Newsletter
- CHHS January 2015 E-Newsletter
- CHHS February 2015 E-Newsletter
- CHHS May 2015 E-Newsletter
- CHHS July 2015 E-Newsletter
- CHHS August 2015 E-Newsletter
- CHHS September 2015 E-Newsletter
- CHHS November 2015 E-Newsletter
- CHHS October 2015 E-Newsletter
- December 2015 ICYMI
- January 2016 ICYMI
- MAY 2016 ICYMI
- February 2016 ICYMI
- CHHS July 2016 E-Newsletter
- CHHS August 2016 E-Newsletter
- CHHS September 2016 E-Newsletter
- CHHS October 2016 E-Newsletter
- CHHS November 2016 E-Newsletter
- CHHS December 2016 E-Newsletter
- CHHS January 2017 E-Newsletter
- CHHS September 2011 E-Newsletter
- CHHS August 2011 E-Newsletter
- CHHS July 2011 E-Newsletter
- CHHS June 2011 E-Newsletter
- CHHS May 2011 E-Newsletter
Women's Game Sat 1/21
Updates for Spring semester
The WKU Board of Regents has selected Dr. Timothy Caboni, vice chancellor for public affairs at the University of Kansas, as the preferred candidate to be the 10th president of WKU.
Note: documents in Portable Document Format (PDF) require Adobe Acrobat Reader 5.0 or higher to view,
download Adobe Acrobat Reader.
Note: documents in Excel format (XLS) require Microsoft Viewer,
Note: documents in Word format (DOC) require Microsoft Viewer,
Note: documents in Powerpoint format (PPT) require Microsoft Viewer,
Note: documents in Quicktime Movie format [MOV] require Apple Quicktime,