The Ice Bucket Challenge: Spreadable, Not Viral
Jenkins describes spreadability as "a signal of movement toward a more participatory model of culture, one which sees the public not as simply as consumers.... But people who are shaping, sharing, reframing, and remixing media content in ways which might not have been previously imagined" (pg. 2).The Ice Bucket Challenge is an example of a movement that is popularly considered a viral movement, but the definition of spreadability fits it more accurately.
The Ice Bucket Challenge was first seen on social media in 2014. The ultimate goal of the challenge was to raise awareness about amyotrophic lateral sclerosis, commonly known as ALS, and encourage donations towards research (alsa.org). This was the usual process: the participant goes on camera, states that they are raising money and awareness for ALS, nominates others to participate in the challenge, and then has a bucket of ice water dumped on them.
This simple challenge surprisingly gained a lot of traction, and overall led to a significant increase of donations to ALS research (alsa.org).Jenkins et al. states, "The viral metaphor does little to describe situations in which people actively access a media text, deciding who to share it with and how to pass it along" (pg. 20). This is especially true for the Ice Bucket Challenge.
Family members and friends often saw these videos on Facebook of the participant doing the challenge. The observer could decide to share the video due to the novelty of watching a friend have ice water dumped on them, or because the observer also wanted to raise awareness for the cause. Jenkins et al. states that audiences are responsible and play and active role in the circulation of content in the spreadability model (pg.
22).
This challenge grew in popularity due to engagement on social media.However, another important factor of the Ice Bucket Challenge is the nomination to continue with the challenge. This also plays a large role in the circulation, and fits into the category of open-ended participation (pg.
6).
Open-ended participation allowed the participants to carry out the challenge in creative ways, such as in the game Minecraft, at graduations, at weddings, and in several other contexts that allowed the participant to create a personalized experience.A final thought about the Ice Bucket Challenge and its relation to spreadability is the collaborative aspect. Collaboration was obviously a huge part of the Ice Bucket Challenge and the success of it.
Jenkins et al.
describes collaboration in spreadability as, "working together to achieve something that the participants could not achieve on their own." Nominating others, sharing videos of the challenge, and engaging with the participants allowed the Ice Bucket Community to raise a significant amount of awareness and money for ALS research. Without spreadability, the success of the Ice Bucket Challenge would have not been as near as impactful.
Resources: alsa.
org/fight-als/ice-bucket-challenge.
htmlSpreadable Media: Creating Value and Meaning in a Networked Culture
·RELATED QUESTION
What is the cost of a CNC machine?
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1.
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4.
parts and raw materials.
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5.
after-sales service investment.
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Above is the six factors affecting the CNC router prices, so STYLECNC
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