New Spreadable Media essays: Week 2

Last week we launched the online component of Spreadable Media: Creating Value and Meaning in a Networked Culture at

As promised, here is another round of web exclusive essays by selected contributors who have shaped the argument put forth in Spreadable Media:

Whitney Phillips—doctoral student in English at the University of Oregon—discusses the use of memes as tools for creativity and production in her essay, “In Defense of Memes.”

MIT media historian William Uricchio traces some key chapters of “The History of Spreadable Media in his essay.

University of California–Berkeley media studies professor Abigail De Kosnik examines the labor that fans often provide for media producers in “Interrogating “Free” Fan Labor.”

In “Co-creative Expertise in Gaming Cultures,” Queensland University of Technology researcher John Banks examines the organizational challenges introduced in the process of making and circulating media content.

North Carolina State University marketing professor Stacy Wood explores the value people place on recommendations from everyday people and their potential impact on brands in her essay, “The Value of Customer Recommendations.”

Check ‘em out, and stay tuned at—where each week leading up to the book’s publication, 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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