This weeks first reading was based on the idea of Spreadabiltiy of products and content. The authors focused on multiple ways content could be spread and popularity can be increased for products. I really enjoyed this reading as it gave great examples of the different type of spreadability from rumours, history, parody and unfinished stories. They each have unique way of spreading the content. The one I found most interesting was the way humour spreads content. The use of the example of the old spice campaign really helped define it for me. It is essentially using humour and satire to enhance the brand. It comments on the stereotypical trends of advertising and how they lure the different sexes in by the use of common interests. However, leaving enough gap for the content to be reproduced in a parody platform which in turn spreads it rapidly through the digital world.

The most valuable aspect of the Gambarato reading I found was the concept of the open and closed transmedia systems. The open systems is an idea to ultimately involve the consumer and allow them to make decisions on the way they want the story to go. Whereas the closed system is a definite unchanging story that can be navigated by the audience but the outcome of the story will always be the same. The most interesting aspect is the fact that the open system is in our day in age is the more popular option. As we no longer as a generation like to solely consume media we are more inclined to lean to the stories and activities that allow us to actively engage in and decide on their outcomes.