Viral vs. Spreadable

Henry Jenkins, author of Convergence Culture, talks with Nieman Journalism Lab’s Nikki Usher about the new book he’s writing on the difference between content created by media organizations and user-generated content.

Photo by Joi Ito used under a Creative Commons license.

“[A]t its heart, our book,” Jenkins says, “is interested in the value being generated through this grassroots circulation and how various sectors of the media industry are being reconfigured in order to accept the help of grassroots intermediaries who help expand their reach to the public. Along the way, we dissect many of the myths about how media circulates and how value gets generated in the digital era.”

Read the full interview here.


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