Why network theory is important to your transmedia project

Lots of peo­ple are talk­ing about cross-platform, trans­me­dia, wave-of-the-future projects. So what? With­out an audi­ence, you’re just spin­ning your wheels. There are other prod­ucts out there, being seen by mil­lions of peo­ple. But just how are these things get­ting expo­sure? Can a per­son fig­ure out why things go viral? How? Can a savvy pro­ducer (or …