luizaaranhaadvancedportfoliocoursework20: Henry Jenkins- Spreadable Media

Henry Jenkins is an American media theorist and communications expert.

Jenkins is known for his book "Textual Poachers: television fans and participator re-culture" (1992) where he shares his interests for media in the online world and how the emergence of the Internet as a participatory, interactive media transformed audience/institutions and the nature of media products.

Jenkins theorised that the current media world is all about spreadable media.

Spreadable media is media which travels across media platforms at least in part because the people the it in their own hands an d share it with their social networks

"If it doesn't spread, it's dead."

Jenkins' theory suggests there is a two way relationship between media and audience. He discusses this through three main aspects:

Textual poachers- explores the concept of how fans construct their own culture by poaching content from mass media texts which builds up a huge following.

Participatory Culture- explores how audiences are active and creative participants rather than passive consumers. They create online communities, produce new creative forms, collaborate to solve problems- "collective intelligence".

Fandom- refers to the social structures and cultural practices created by the most passionately engaged consumers of mass media properties.

Media 1.0 vs Media 2.0

Video on Participatory culture

Link to video

Fandom- argues that fans form part of a participatory culture in which audiences are active and creative participants in a text

Engage in textual poaching too- selecting the elements which are most appealing to them and using these elements as the basis of their fan art, gifs, artefacts, cosplay, etc.

The Wallows

The Wallows' Official Website- https://www.wallowsmusic.com

The Wallows' official website is a simple page used to announce their upcoming album/single releases and their dates such as their latest one "I Don't Want To Talk"- which will be released on the 30th of September. It's a fairly formal, unlike their other social media apps which are more interactive and personal with their fans.

Twitter account- https://twitter.com/wallowsmusic?ref_src=twsrc%5Egoogle%7Ctwcamp%5Eserp%7Ctwgr%5Eauthor

Twitter is a social networking service used to post and interact with 'tweets'- posting, liking and retweeting tweets. The target audience for this app is around the age of 25-34. The Wallows' Twitter account has 320.0K followers- less than followers than in their other social media accounts- due to Twitter's demographic being slightly older than the band's demo. Their tweets are similar to their Instagram's posts- their content.

Instagram account-

Instagram is a social network application where you can share pictures, photos and communicate with people. The target audience would be males and females of 18-34 years of age. The Wallows have 1.5 million followers on Instagram. This platform is mainly used to share upcoming album/single releases and BTS footage.

Participatory culture-

Fanpage created by @thewallowss

Fan art created by @mckameydesign

link to vid

Cover of "Pictures of girls" by @jacksonmooremusic

link to vid

Edit created by @aepdenver

Tik Tok account-

TikTok is a social media app where you can create short videos. It has over a billion users and is available. The target audience for TikTok would both male and females between the ages of 13-25. The Wallows have a TikTok account with almost 2 million followers, where they create multiple casual videos following TikTok's latest trends and using their own songs- to promote. Audiences enjoy this type of content as it feels more personal to them- interactive.

Participatory culture-