DIY DAYS Boston presentation - Xiaochang Li and Ana Domb from MIT’s Convergence Culture Consortium look at how media content spreads in the current landscape and how the audience engages with it. Moving away from the “viral” metaphor that strips the user of its agency, they examine the shift away from a “sticky” model to a “spreadable” one. This notion of spreadability is intended as a contrast to older models of stickiness which emphasize centralized control over distribution .This presentation is the result of research project developed over the last year with Dr. Henry Jenkins.