Why do Videos go ‘Viral’?
An interesting post from my favourite digital ethnographer, Prof Michael Wesch:
“It’s not about producing for a mass, but building a critical mass.”
For a video to go viral it has to do more than just passively entertain. It has to co-opt the viewer into *wanting* to spread it. The key then is to look at what motivates people to spread videos. There are many motivations: political, presenting identity, just sharing something amazing or funny, etc.
Likewise it is equally important to look at what might stop people from spreading a video. For example, people do not spread videos that might make them look bad for having enjoyed it, or videos they don’t want to be associated with.
Sounds about right to me.
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