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crank dat (soulja boy) - spreadability in practice
i. intro
spreadability in practice, crank dat demonstrates limitations of viral metaphor hybridity, contradiction successful incorporation (at least initially) new commodity (ringtone)
ii. preconditions
hip hop culture, popular and participatory (watkins, rose)
who is SB?
dance crazes
old spreads
steps on sleeves
cinema
TV
music vid
web video
lean wit it
walk it out
pop lock drop
tech: easy, familiar
networked culture (benkler)
iii. crank dat
soundclick game sb version raw material (fiske) cash camp innovation sb as curator encouraging cheerleader masthead symbol gift economy, reputation, esteem, hope? producerly, welcoming (list the ways) (fiske) circulating thru interrelated, overlapping affinity spaces, communities (gee) tech: no drm, windows movie maker, youtube, consumer tech, hand cam, cellphone cam
iv. incorporation
realization of sb goal (collipark comments) brings fans along "us", "we" (myspace blog posts) danger: fans turn on, feel taken success: HOWTO vid, fan service vid producerly commidification: ringtones, video blogs conventional industry success= CD sales
v. conclusion
what if it was all lonelygirl15? how does that change it? second album slump, but singles, ringtones remain pop? seeing sb continue to improve as a rapper.. REALNESS? WE-NESS, US, OUR youtube takedowns copycat arab money fail unintentional beyonce success