Media today that’s spreadable allows for greater impact from people outside or unrelated to the production staff of any particular kind of media. This is fact with all the different kinds of access people have through online media sources and how they are encouraged to have a presence felt for content creators to react too (Jenkins, Ford & Green, 2). Henry Jenkins, Sam Ford and Joshua Green in their book Spreadable Media: Creating Value and Meaning in a Networked Culture talk about spreadable media and how it helps companies online and not just the audience, consumer, fan or any sort of spectator to a content creator. Jenkins Ford and Green state that their “use of ‘spreadability’ is perhaps most elective as a corrective to the ways in which the concept of ‘stickiness’ has developed over time to measure success in online commerce” (Jenkins, Ford & Green, 4). The number of people that are being attracted towards checking out and spending time on a particular website is a step to attaining stickiness and when the companies behind that website are able to see how many people have visited, how many views and how long visitors have spent viewing determines the stickiness Jenkins, Ford & Green, 4-5). Being able to see who visits your website and what they view and how long they stay there is an excellent privilege to have for any company running a business.
For any online business attempting to fulfill the concept of “stickiness” that Jenkins, Ford and Green talk about are on a good path to success in the business competition that exists online. The reason why is primarily because they know what their consumers want and what they need to do to continue to satisfy them in order for them to continue to spend time on their website. Online media access and new technology has given advertisers more advantages of how their material can be watched. Some people tend to run into advertisements not just through television as advertisements nowadays can be watched online and on mobile devices, but it also costs advertisers money to have their advertisements available in other places other than television (Jenkins, Ford & Green, 120). The reason why it is tough for some companies to have advertisements available on mobile devices, on-demand and online is because it is tough to track how many people watched them as Jenkins, Ford and Green have pointed out. This can also take away from the profit of the material being advertised brings in, which can question the effectiveness of advertising beyond the platform of television. Jenkins, Ford and Green focus much on how effective an online presence can be for an audience in terms of seeing interest in commodities. Jenkins, Ford and Green explain that “while a consistent business model has not yet been built for online video-sharing platforms, these practices provide media measurement companies a greater chance to directly capture and value audiences as commodity” (Jenkins, Ford & Green, 127). The biggest challenge seems to be the consistency of a business model that can measure views of an audience or potential interested consumers.
Businesses are not the only thing that are effected by participatory online communities as our television programs and this is also what Jenkins, Ford and Green primarily focus on. However, including strictly the business aspect of how the online communities help decide what companies should provide to people is important, but it is also important to talk about how an audience affects the product they are watching or experiencing. With the concept of “multipliers” audience members have greater value acquired through their activities (Jenkins, Ford & Green, 125). This is how non cannon stories are created within television series and even characters are kept alive for longer time-frames than the author or content creators may have originally intended. An example of this could be the extended series afterDragon Ball Z, Dragon Ball GT, and other extensions made just to please fans and make money. Sometimes these extensions may not even be cannon to the story, but the survival of a television program is determined by satisfying these “multipliers” and the online fan community demands. Even on forums other fans can see what the majority of the digital fan base prefers or would be willing to pay to see, which takes away from the originality of a television series.
Sources of Images:
Jenkins, Henry. Spreadable Media: Creating Value and Meaning in a Networked Culture. New York University Press, New York: 2013. Print.