Applied Business Faculty Publications
 

Abstract

Television programs are increasingly paired with interactive media platforms in attempts to reach fragmented audiences though a medium where millions are now seeking entertainment—the Internet. Programs' online presences are cultivated and promoted by paid staffers and unpaid fan laborers. Producers monetize fan activity by guiding its form on their sites. Utilizing the concepts of sticky and spreadable media, an analysis of the Comedy Central show Tosh.0 Web site demonstrates how producers can promote particular types of interactivity through the content and architecture of a multimodal Web site. By designing a site that centralizes the use of popular social media, the producers of Tosh.0 concentrate fans and benefit from their creative labor. Furthermore, this study serves as a test for the scope and usefulness of the concepts of sticky and spreadable media in revealing strategic Web site design that encourages specific types of user participation.

Document Type

Article

Source Publication

Transformative Works and Cultures

Version

Published Version

Publication Date

2014

Issue

15

Creative Commons License

Creative Commons Attribution 4.0 International License
This work is licensed under a Creative Commons Attribution 4.0 International License.

Rights

© The Author(s)

Comments

For questions contact ScholarsRepository@fhsu.edu

Included in

Business Commons

Share

COinS