Over the past several weeks, I have blogged about Spreadable Media written by Henry Jenkins. To look back and recap on all that has been covered, it is slightly overwhelming. Yet several of the main points that have been focused on multiple times are the “spreadability has expanded people’s capacities to appraise and circulate media texts and shape their media environment.” 

To have the luxury of being able to email, text, “share”, and having social media allows us to judge what we think is valuable enough to share and spread to our friends, family and colleagues. We also are able to do it within “lightning speed.” Today’s world is so fast that anything can spread across the world in one click. Twitter has been very involved in helping rumors, pictures, and the latest new stories spread like wildfire. People now have their own choice in what they want to buy into or what they choose to disregard. Audiences are now building their own media environment. They can pick and choose what they are drawn towards or what does not mesh well with their particular media standards.

Spreadability has increased diversity by independent media makers having expanded opportunities to connect with the desired public. Media products are being circulated across borders, which expands their cultural influence. This then ties in with last chapter and how products being “free” helps the spreadability. There is not “one” business model to follow; things that are made “free” digitally to help launch one out of the amateur stage. If a product is “free” and no one is familiar with it and they try it for no cost, that slice is bigger than no one trying it because of its unfamiliarity.

            With a product being “free” and digital it can be tracked easier and reach the diversity that the producer is striving for. If a folk band releases a 5 free singles and see they are downloaded in Georgia and also in Minnesota than they know where to schedule their tour dates for the upcoming year. If a devout rock fan, sees one of the new singles and downloads it for no cost and loves it. Than that folk band will have another fan attending their concert than they originally would.
       One great example was this past weekend when I worked an event for Kicks 101.5. At the end of the remote I was given free tickets to attend the concert. I enjoyed the concert so much! I have never seen either artists before that performance, but because I enjoyed their show so much, I will attend the next time they come back around!

       Commercial interests, film festivals, and government agencies were at one time managing the distribution of culture but now are allowing spreadable practices more content to circulate across national borders. This always leads to curiosity of other cultures that then turns into people investigating. This can allow cultural exchanges, understanding of common experiences and diverse perspectives. These are wonderful things that would not take place and happen if people were still be regulated. Having the flexibility allows the world to be connected and become more knowledgeable of one another.

We also delved into what a producer really is. We came to the conclusion that if something is released out into the media of entertainment and people react to it then they become the producer. The Old Spice commercial is a perfect example. The famous commercial they released was a hit with the public. The commercials following it interacted with the public by responding to comments off of twitter and such. Then the public began to reenact the commercial, making them the producer.

Every act that takes place in the media has an option of being spread unto all of the world. This is the new norm that in today’s world we have to accept and participate.