An e-mail interview with Henry Jenkins By Nikki Usher @ http://www.niemanlab.org/
“For things to live online, people have to share it socially. They also have to make it their own — which can be as participatory as just passing a YouTube clip on as a link or making a copycat video themselves. (…)
The concept of spreadable media rests on the distinction between distribution (the top-down spread of media content as captured in the broadcast paradigm) and circulation (a hybrid system where content spreads as a result of a series of informal transactions between commercial and noncommercial participants.) Spreadable media is media which travels across media platforms at least in part because the people take it in their own hands and share it with their social networks.
…tends to create greater visibility and awareness as the content travels in unpredicted directions and encounters people who are potentially interested in further engagements with the people who produced it.
… we’ve had much more experiencing living in a convergence culture than living with convergence devices. We live at a moment where every story, image, or bit of information will travel across every available media platform either through decisions made in corporate bedrooms or decisions made in consumers’ living rooms”.