Jenkins, Ford & Green highlight in Spreadable Media: Creating Value and Meaning in a Networked Culture that newsrooms have struggled to find their new roles, as online communities and citizens make demands on what journalist should cover. This struggle becomes apparent when content is widely spread online, but is not covered by mainstream media.
Shailene Woodley was arrested while streaming on Facebook LIVE at the Dakota Access Pipeline (DAPL) she stated repeatedly, “I hope you’re watching mainstream media.” Her video spread like wildfire online, because users trusted her experience and knowledge about the DAPL. The video was flooded with comments that authenticated her message as she continued to share about her experience. Her message moved people from awareness to engagement, either by sharing the video, commenting, traveling to the DAPL or buying a t-shirt. Her video now has over 4.8 million views and has been shared over 88,000 times.
Woodley was able to leverage her influence to generate interest from the mainstream media about the DAPL. Her video continues to be sticky even as it spreads, because the audience remains interested in her perspective. Now it is time to observe how the media will frame the Standing Rock Sioux Tribe moving forward.