Spreadable Media and the JBL Basketball League - Research Paper Example

The need to distinguish between distribution, which denotes a vertical approach to the spread of media content, and circulation, which necessitates the spread of content because of numerous informal transactions between non-commercial and commercial participants, forms the basis of this study. The need to develop news items in the form of a video of JBL Basketball League and positing it different social networking sites will provide information and spread awareness to basketball lovers on the initiatives that JBL Basketball League has been taking to ensure that it realizes improvement in terms of the ability of the team to realize success.

The study will focus on the techniques through which JBL Basketball League can use spreadable media in the development of a participatory culture among basketball lovers. Being practice-based research, the study will aim at developing an understanding of techniques through which spreadable media can be used in enhancing an understanding of the activities and operations of the JBL Basketball League. It will be important to provide an explanation of how this approach will be effective. Furthermore, through practice-based research, it will be possible to explore the techniques and methodologies of using spreadable media in enhancing an understanding of the activities and operations of the JBL Basketball League to their supporters.

The research philosophy adopted in this research is the philosophy of interpretivism. This is because the study involves the study of the existing literature and the arguments and counter-arguments of various authors (Flick 2011). The research approach, which has been adopted in this research, is the deductive research approach (Silverman, 2013). This is because in this research the study would focus on the existing literature on social media and spreadability of media contents and the process of using a practice-based approach in developing spreadable videos. 

Research design The study used mixed method research design in the collection of both qualitative and quantitative data through literature review and incorporation practice based approach. The incorporation of mixed method in the study will provide a broader understanding of the research problem (Bryman 2012). Through a combination of the qualitative and quantitate aspects of research, the mixed method design will legitimize the use of multiple approaches in providing answers to research questions while at the same time providing techniques of bridging the schism existing between the two approaches (Creswell & Plano 2011).

Research questions The findings of the study were based on the following research questions What is meant by the term ‘spreadability’ of media contents? What are the significant elements that could influence spreadability of media production? How can we use social media networks to engage with a community (basketball lovers) to increase the influence and raise public awareness of the basketball league? Scope The study will be involved in an assessment of how different aspects of social media can be used in the creation of a community of basketball lovers.

This will be through demonstration on how a video of the JBL Basketball League can be used in increasing awareness among basketball lovers on different aspects of the game. In addition, through the video it will also be possible to assess the role of basketball lovers as users of different aspects of social media in spreading information about the game through their participation on the online communication platforms. Aim and rationale The project has a significant objective because it explores the role of spreadable media, particularly among basketball lovers.

The project is significant because there is limited research that has been done on spreadable media. Through this research, knowledge will be developed on the techniques that users of social media platform can employ to enhance their participation in improving the level of awareness about different aspects in the society that they consider of interests. Through their involvement, social media platforms will not only become platforms for information sharing but also for knowledge acquisition and distribution.

This is based on the realization that social media is characterized by users who play varieties of roles with regard to the dissemination of information. By identifying and understanding their roles of these sites, it will be easier for users of these platforms to develop an understanding of their contribution towards spreading information. The study will also act as a reference point for individuals interested in using social media in the creation and dissemination of news items. This is because the study will explain how merging skills with elements such as creativity using the available technology and the internet can be used in providing different population separated by geographical boundaries with information about events that are happening in different parts of the world.

The advantage of this approach to information sharing is that it creates a population that is knowledgeable and informed about events happening in different parts of the society. Furthermore, through information sharing and the creation of participatory community, it will be possible to get instant feedbacks in the form of responses from the community of users. These responses can act as motivation to the recipient and in some instances they can used in the acquisition of solutions to different problems affecting the society.

Literature review Spreadable media The objective of spreadable media according to Jenkins et al (2013) is to introduce an aspect of revolution and change in the dissemination of information. This is because it advocates for the change of the use of these media channels from distribution to communication. Through this change, social media can become the finest possible communication apparatus in public life.