ABSTRACT
In this chapter, the authors consider what makes audiences pay attention to some media content rather than others and what role audiences themselves play in spreading media content. Media content is spreadable when it inspires audience members to proactively become part of the media distribution process. Of course, with the advent of the internet and especially social media sites, it has become much easier for media consumers to share content with others. In fact, the authors might say that one of the main affordances of social media is that it facilitates the sharing of content through large and interconnected social networks. Over the years, media outlets have often engaged in fierce competition for readers, listeners, viewers, or visitors; and this competition can have profound effect both on the way media genres have evolved and the content of media messages. The attention economy is perhaps most evident in the way advertising and marketing drive the production and dissemination of media content.
