Henry Jenkins the founder and former co-director of the Comparative Media Studies program at MIT, and author of Convergence Culture (what happens when,“old and new media collide.”) In an interview with NeimanLab.org, he talks about his new book, Spreadable Media, which will be out in 2011. A few snippets:

“For things to live online, people have to share it socially. They also have to make it their own — which can be as participatory as just passing a YouTube clip on as a link or making a copycat video themselves.”

“Spreadable media is media which travels across media platforms at least in part because the people take it in their own hands and share it with their social networks.”

“News sites which prevent the sharing of such content amongst readers may look like ways to protect the commercial interest of that content, but in fact, they kill it, destroying its value as a cultural resource within networked communities, and insuring that the public will look elsewhere for news that can be spread.”

And would you believe that within the past month, I had a client say he didn’t want to link to some association sites because he didn’t want to “send people away from my page.”

There are  a lot of old media types who would read this interview and say, “If it doesn’t make me any money… I don’t care how far my story spreads.”