With the rise of fan fiction, remixed videos and curation, USC Professor Henry Jenkins believes if it doesn't spread, it's dead. Look no further than YouTube creation Susan Boyle or Twitter's capability to drive an opening weekend box office. More than ever we are living in a participatory culture where most everyone has the capability to shoot, share and create media. Jenkins warns that if you want your content to spread you must allow others to share it and participate in it. Traditional ideas about copyright, ownership and creating cultural value are being completely transformed in the process.

Specializing in the effects of participatory media on society, politics and culture, Jenkins is a professor of communication, journalism and cinematic arts at USC. He is also co-author of "Spreadable Media: Creating Value and Meaning in a Networked Society", and worked with the MacArthur Foundation to develop a media literacy program.