top of page

 

During the broadcast era, demographic data was used as the base for understanding audiences. Yet this traditional measure is not enough to quantify audience’s interaction, as we have established a participatory model of culture. Today, media content is controlled as much by the audience as by traditional distributors, a concept that Sam Ford likes to call spreadable media. The term viral is outdated as it indicates a passive behavior, of the content being spread involuntary, which we all know is not the case. People sharing articles, videos, and other digital content is a significant performance, one that tells us something about them, about our culture and the society we live in, and explains how they are making sense of the world around them.

 

As a consequence, there has been a transition from passive audience engagement behavior to an active one. For this reason, preserving old models to quantify information is just not as effective as it once was. Instead of following the concept of “stickiness” and turning people into statistics, companies need to listen to what is being said about their content.

 

The one-way flow communication model is not as relevant today; content does not spread if it doesn’t speak to its audience. Therefore, the main idea here, is that the interactive audience is not self-sufficient, they still operate alongside media industries. Our mission is to connect businesses with their audiences through collectivity, by establishing information, access and mobility between the people generating the content and the people spreading it.

bottom of page