Spreading media around may seem easy. Hey, viral videos seem to be getting more and more ridiculous. Where it used to be a little British boy biting his older brothers finger, spreadable media seems to have been grasping a harder connection to the viewers and readers alike. In the terms of interpretation, how does that play a role? Let’s look back at some of the past spreadable media: is the dress blue and black or gold and white?
Do you hear yanny or laurel?
The media works with different interpretations because it creates a conversation. Many businesses are realizing the advantages that come with interpretations and how it can effect business. Some good, others not so good.
As Jenkins, Ford, and Green put it,
…”companies limit the spreadability of their messages and constrain the value of the brand as a vehicle for social and personal expression, all of which ultimately damages their reputation and sales.”
Everyone reads, sees, and hears differently, and you have to keep that in mind with spreadable media. You can’t stick with just one section. Everyone must be included in order to make a total impact. Reaching mass audiences is the key. The wider the audience, the greater the impact.
In the words of Friedrich Nietzsche,
“All things are subject to interpretation whichever interpretation prevails at a given time is a function of power and not truth.”