Henry Jenkins 

 

Henry Jenkins is a media scholar  who throughout his time has had an impact in media ecology from his theories. One very common known theory from Jenkins is spread ability. “If it don’t spread its dead.” 

Spreadability is essentially the way of how studios should market their product. By using various media platforms to promote and distribute their products

 

 

Participatory culture is where audiences are no longer passive and instead are now active in consumption. They can be involved and can possibly develop. They can share the product around, comment about it, post about it. 

 

This is very important as now that audiences are now active and social media is an accessible area that everyone uses. Institutions need to use it to create excitement for the audience before their product is released. If no one knows about it then there is not much you can do and it won't be as profitable.

 

I will be using Jenkins theory when promoting my solo artist and her knew music video by creating a suspenseful and immersive experience for the audience. I will use Instagram as my main social media platform by posting pictures of teasers for the music video so the audience know that there is something coming. I will also keep my artist active on social media to keep her relevant before the upcoming release.