Producerly text allows for new text to be created from it (p.201). Material that fills in every blank limits audience interpretation, thus hurting its spreadability. To John Fiske, a producerly text leaves enough of an opening for people to add their own take or experience to the text. “Content spreads when it acts as fodder for conversations that audiences are already having (p.199).”
Corporations hurt the value of their content when they close it off from circulation. They can try to block access, but a creative audience will find a way to put their spin on a text anyway. The organization will be seen in a better light when it allows viewers to use its material freely. John Oliver just did this when his team created of dogs dressed in court robes representing supreme court justices. He invited his audience to use the footage to reenact supreme court cases and post them online.
Content is more likely to spread when it’s available on demand. The Netflix model of releasing a whole season at once is a savvy move in our right now culture. Audiences want to be able to show the latest Jimmy Fallon clip to their friend by handing them their iPhone. How do you decide what to post?