Surina, Olivia, Natalie
Available when and where audiences want it: Producers, whether professional or amateur, need to move beyond an “if you build it, they will come” mentality, taking (or sending) material to where audiences will find it most useful.
Portable: Audience members do not want to be stuck in one place; they want their media texts “on the go.” Content has to be quotable (editable by the audience) and grabbable (easily picked up and inserted elsewhere by the audience). Audiences will often abandon material if sharing proves too onerous.
Easily reusable in a variety of ways: Media producers and media audiences circulate content for very different reasons, actually for very many different reasons. Creating media texts that are open to a variety of audience uses is crucial for creating material that spreads.
Relevant to multiple audiences: Content that appeals to more than one target audience, both intended and surplus audiences, has greater meaning as spreadable media.
Part of a steady stream of material: The “viral” mentality leads brands to invest all their energy in a particular media text that is expected to generate exponential hits. Blogging and microblogging platforms emphasize the importance of a regular stream of material, some of which may resonate more than others in ways creators may not always be able to predict.
