The chapter "From Infection to Participation: A New Jenkins' Metaphor" from the book *Spreadable Media, Creating Value and Meaning in a Networked Culture* by Henry Jenkins, Sam Ford, and Joshua Green explores the concept of *spreadability*—the ability of certain media texts to be better adapted for dissemination than others. The authors argue that media content is not simply spread like a virus but is actively shared and negotiated by users, who contribute to its cultural significance and value. They critique the metaphor of media content as a virus, suggesting that it低估了用户的主动性和创造性，而强调了媒体本身在内容传播中的主导作用。相反，他们提出了一种混合模式，结合了传统媒体的控制和草根社区的自发性，这种模式促进了内容的跨平台传播和跨国界流动。 The book delves into various aspects of *spreadability*, including the role of Web 2.0, the cultural significance of content, and the impact of social media on user participation. It also discusses the concept of *producerly* by John Fiskey, which helps in designing content that is more likely to be shared. The authors challenge the notion that digital content must be sticky to succeed, arguing that its spread is driven by user engagement and the content's relevance to personal identity and relationships. The book's enhanced version, available online, includes additional essays and an active blog for further discussion, encouraging readers to engage with the material and contribute to the ongoing conversation about media and culture. Despite its comprehensive approach, the book's synthesis of existing research sometimes simplifies theoretical concepts, and its American-centric perspective may limit its broader applicability. Overall, *Spreadable Media* offers a nuanced and critical perspective on the evolving landscape of media and its impact on society.The chapter "From Infection to Participation: A New Jenkins' Metaphor" from the book *Spreadable Media, Creating Value and Meaning in a Networked Culture* by Henry Jenkins, Sam Ford, and Joshua Green explores the concept of *spreadability*—the ability of certain media texts to be better adapted for dissemination than others. The authors argue that media content is not simply spread like a virus but is actively shared and negotiated by users, who contribute to its cultural significance and value. They critique the metaphor of media content as a virus, suggesting that it低估了用户的主动性和创造性，而强调了媒体本身在内容传播中的主导作用。相反，他们提出了一种混合模式，结合了传统媒体的控制和草根社区的自发性，这种模式促进了内容的跨平台传播和跨国界流动。 The book delves into various aspects of *spreadability*, including the role of Web 2.0, the cultural significance of content, and the impact of social media on user participation. It also discusses the concept of *producerly* by John Fiskey, which helps in designing content that is more likely to be shared. The authors challenge the notion that digital content must be sticky to succeed, arguing that its spread is driven by user engagement and the content's relevance to personal identity and relationships. The book's enhanced version, available online, includes additional essays and an active blog for further discussion, encouraging readers to engage with the material and contribute to the ongoing conversation about media and culture. Despite its comprehensive approach, the book's synthesis of existing research sometimes simplifies theoretical concepts, and its American-centric perspective may limit its broader applicability. Overall, *Spreadable Media* offers a nuanced and critical perspective on the evolving landscape of media and its impact on society.