I had a great chat with Sam Ford from MIT yesterday about spreadability. Turns out he and Henry Jenkins are writing a book about it, with the same ideas that I’ve been having over the last 6 months — and we didn’t know about each other until very recently. Funny to see how that happens.
One of the things we talked about is that for something to spreadable, it has to be guided not governed. Reason being that if a peice of content is governed, then it is so heavily guarded and restricted that it can’t be taken into new channels and filter into new areas that are beyond their reach.
This video, with Ben Huh — the maestro of spreadability who runs ICanHasCheeseburger, is excellent as Ben talks about what makes media spreadable — lower barrier to entries and the lifting of restrictions. He’d know about that.
The lesson? If you want things to spread, you have to let go.