To Spread or To Drill? « Just TV

Perhaps we need a different metaphor to describe viewer engagement with narrative complexity. We might think of such programs as drillable rather than spreadable. They encourage a mode of forensic fandom that encourages viewers to dig deeper, probing beneath the surface to understand the complexity of a story and its telling. Such programs create magnets for engagement, drawing viewers into the storyworlds and urging them to drill down to discover more. […] The opposition between spreadable and drillable shouldn’t be thought of as a hierarchy, but rather as opposing vectors of cultural engagement. Spreadable media encourages horizontal ripples, accumulating eyeballs without necessarily encouraging more long-term engagement. Drillable media typically engage far fewer people, but occupy more of their time and energies in a vertical descent into a text’s complexities.

via To Spread or To Drill? « Jason Mittell @ Just TV.

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