Spreadable Media and Convergence Culture

Points covered in this video: - Convergence Culture = a complex shift in the way media is created, distributed and viewed. This shift has been created due to a combination of changes in media and society. Media companies are giving way to citizen journalism/UGC. - Jenkins coins the term 'spreadable media' includes the most powerful aspect of media convergence, which the phrase 'viral media' disregards - the ability of an individual to create, intentionally modify and distribute (should they choose to do so) - Jenkins: "if it doesn't spread, it's dead!" - indicates that if media isn't distributed, it dies.