Revision [27741]
This is an old revision of MemesChaps5to7 made by RebeccaCarvell on 2017-10-28 09:30:48.
Chapter 5
- virality- word of mouth passing the message from person to person
- 3 key attributes to virality
- person to person mode of diffusion
- great speed-enhanced by social media platform
- broad reach, achieved using multiple networks
- viral and mematic are two opposite ends of a spectrum
- 3 fold spectrum
- 1) viral- a single cultural unit spread by multiple agents viewed by millions
- 2) founder-based meme- often a specific text, image, video
- 3) egalitarian meme- many variations that seem to have evolved simultaneously without a founder
- internet memes and virals are 2 separate modes of engagements rather than passive versus active formulations
- two antithetic framings of communication
- communication as transmission
- likens the movement of goods or people in space to the spread of information through mass media
- mainly a process of imparting information in the hope of augmenting the spread and effect of the message
- effectiveness is getting message through the masses without disturbance
- communication as ritual
- not so much imparting the information as the construction and representation of shared beliefs
- reach is not easily traceable
