His theory explores the concept of media online progressing and becoming more interactive and inclusive.
He has three aspects of his theory:
Textual poachers - how fans construct new content based on content from the mass media (fan made media based on something that already exists). This can build a huge following. For example things like reaction videos, parodies, gogglebox. Artist can encourage participation (sending home videos for their music videos, creating edits etc).
Edits are quite popular where fans make videos of artists.
Participatory culture - The consumer engages other consumers. Fans participating and communicating. This includes online communities, collaborating. This is being involved in the media content in some way (feel like you are participating). Artists can do things such as create filters for their new singles and use it to cause people to use it.
Justin Bieber created a music video using fans videos that he asked to send in.
Fandom - People who are large fans of media. This can create a lifestyle for people as they are passionately engaged in all content based around a certain media.
The internet has progressed over time with its interactivity changing the way we consume and engage in media as an audience.
Media ecology is constantly progressing changing the way audiences engage and what we view.
Henry once wrote 'if it doesn't spread, it's dead". Therefore online presence is really important for artists. Spreadable media is really important as it keeps an artist relevant and gets people familiar with them (their name is on peoples lips).
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