Research project – spreadable media techniques

In the modern world, it is incredibly easy for any one person to share many different forms of content with people who share a common interest. Producers can create videos, music, photographs, and many other forms of media, which can then be shared across the Internet via multiple social media platforms. My current studies require me to consider how media can be deemed ‘spreadable’, applying numerous techniques to develop my personal online presence and build a professional platform.

Within their publication ‘Spreadable Media: creating value and meaning in a networked culture’, Henry Jenkins et al. (2013) implied that in order to reach your audience, you must find a way to cross paths with them in their own domain. Upon considering this in relation to my personal work, I began to reflect on the different ways in which I could connect with my target audience.

Personally, I already own a SoundCloud account (link in my blog), which I use to post a number of different audio related projects onto. This social network particularly has allowed me to shape my online identity, creating a context for my encounters with media content (Jenkins et al., 2009). Sharing across Facebook and Twitter has seemed increasingly beneficial, and has allowed my work to spread beyond the confines of my SoundCloud profile.

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SoundCloud Account 


Whilst the above details the spread of interactive content, exposing written works to a wider audience seems increasingly problematic, and is something that I have been asked to consider in recent weeks. As you may already know from a previous post, I am undertaking a research that assesses the feasibility of the Waves NX binaural/3D audio plugin in a music production environment. When considering spreadable content for this project, I feel that my target audience would be predominantly located across electronic music forums online, and could be contacted using comment/discussion pages. Music producers who work in home studios are becoming increasingly common, thus, the probability of generating opinions and debates about mixing preferences I feel would be highly likely. Generally speaking, music producers who work from home rarely benefit from high quality mixing environments, and as a result it is hoped that this subject matter would be of some interest.

As I delve further into my online presence, it seems increasingly that music producers enjoy sharing their knowledge with others. There are plenty of blog posts and videos out there discussing the use of virtual plugins and digital methods of production, opening up the scope for further topics and debates. As this is a relatively new subject matter, I feel that its proliferation in specific corners of the Internet would be quite high. I look forward to keeping you posted on my findings in the coming months!


Jenkins, H., Li, X., Krauskopf, A.D. and Green, J. (2009) Creating value in a Spreadable marketplace. Available at: (Accessed: 23 November 2016).

Jenkins, H., Ford, S. and Green, J. (2013) Spreadable media: creating value and meaning in a networked culture. New York: New York University Press.


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