Spread Ability 

Henry Jenkins 

The theory of spreadability states that media is only successful if it reaches a wide audience as it circulates and is distributed.

Henry Jenkins states that “if it doesn’t spread it’s dead”. This means that if the media isn’t being constantly shared then the content isn’t alive. 

According to Jenkins people share things they find online as they see “ it as a meaningful contribution to their ongoing conversations, a gift which they can share with people they care about.”

There are two types of audience, passive and active. A passive audience is an audience that consumes a media product without actually thinking too much. While an active audience consumes a media product while making active choices.

Viral 

Viral is when something quickly and widely spreads or is popularised especially by person to person electronic communication.

Viral marketing is also used as a strategy through social networking to promote products on various social media platforms. It’s how consumers spread information in such a way that it gets an unusual amount of shares and likes.

The proliferation of hardware and content has also made it easier for participatory culture to exist. Because the internet is easier to use people from all ages are able to share and tag their friends in posts that interest them. The internet has also been adapted to show people what they like.

Some of the benefits of online or social media marketing are:

• It’s cheaper 

• International and national reach 

• Faster to  target the audience and easier to reach them

• It’s also interactive - which means that it can be shared

Applying this to our campaign 

Having learned about spreadability, while working on our campaign I will try to create content that is shareable and what people would like to see so that when it’s posted online it’s constantly shared.