New Spreadable Media essays: Week 3

We’re at week three since launching the online component of Spreadable Media: Creating Value and Meaning in a Networked Culture!

Here are this week’s round of web exclusive essays written by selected contributors who have shaped the argument put forth in Spreadable Media:

  • The Value of Retrogames“—Bob Rehak, a film and media studies professor at Swarthmore College, examines how grassroots interest in residual media and culture may coalesce online, sparking new kinds of cultural practices and production.
  • Clothing has passed between different kinds of exchanges for centuries, acquiring different meanings and values in the process—and, in “A Global History of Secondhand Clothing,” filmmaker and MIT media historian Hanna Rose Shell traces and examines those shifting sartorial roles.
  • In “Retrobrands and Retromarketing,” York University professor Robert V. Kozinets discusses the strategies through which companies engage in “retrobranding,” reviving or relaunching brands from the past in ways that capitalize on existing fandoms and provide launching points for the creation of new markets.

Check ‘em out, and stay tuned at http://spreadablemedia.org/essays—where each week leading up to the book’s publication (in January 2013!), a new batch of exclusive essays will be released.

(And hey! Feel free to debate/critique/trash each piece in the comments section. Expand the conversation, transform the ideas. That’s how spreadable media works.)

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