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Library exercise #1

Prospectus Brainstorming

Oct 21, 2022. By Sierra Zhang.

Research Topic: viral phenomena on the Internet

 

Research Question: What are the factors contributing to the virality of some online content? (Maybe focus more on moving images)

 

Research Keywords: virality, viral aesthetics, mass media, memetic, milieu, network effect, viral patterns, positive effect, social motivations, forwarding intention (AND viral marketing), mediating effect, social transmission, emotion AND virality, arousal, content sharing, emotions, social transmission, valence.

 

I propose to explore the possible contributing factors behind the virality of some content on the web. I wish to focus on moving image media. That is, user-uploaded videos, ad campaigns, music videos, and so on. All of the existing research I have come across focused on one possible viral aspect, like social behavior, emotions, or content quality. Instead, I want to dig deeper into the systemic reason behind virality — how different factors “collaborate” and organically integrate into the process of virality (depicted on the image below). I wish to call the process the “Möbius strip of virality.” (Complexity of viral factors)

[Fig. 1-4] My brainstorming mind map and details

[Fig. 5] Screenshot of my annotations. In my opinion, how some researchers simplified virality process as “sharing” is inaccurate. I believe virality is the repetition of “sharing” and “seeing.” — that is, the "Möbius strip of virality.”

LEGEND: 􀍷 Paraphrases 􀍷 Quotes

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Specifically, through the case study, conceptual, and historical lenses, I wish to discover whether single factors lie underneath virality or Intertwined factors. If the factors intertwine, how do they tend to combine? Are there differences between combinations of factors case-to-case, or does every case present a similar combination mechanism? Are there one or a few factors that underlies all online viral content?

 

The first complication I found was defining “viral” — how popular is “viral?” The Oxford English Dictionary provides great insight into the definition — some information or awareness of something “propagates” in a virus-like manner, spreads quickly, and achieves a wider reach (OED). I also wish to add that viral content somehow connects different people. 

 

Rough structure:

Some interesting concepts that started to emerge: the “Möbius strip of virality” and some factors that induced virality I proposed:

  • Content creators: their fame, numbers of subscribers/followers, reputation or image, and area of interest. 

  • Social effects

    • “Network effects” — inspired by a discussion with one of my UGBA classmates

    • Normative influences and perceived pleasure (Yang and Wang)

    • Interpersonal relationship: fostering “seeing” and reception 

    • Can be analyzed with the conceptual lens.

    • Related sources:

      • Yang, Hongwei “Chris,” and Yingqi Wang. “Social Sharing of Online Videos: Examining American Consumers’ Video Sharing Attitudes, Intent, and Behavior.” Psychology & Marketing, vol. 32, no. 9, Sept. 2015, pp. 907–19.

  • Social Environment

    • About social movement, expectation, norms, events, trends, and so on.

    • Can be analyzed through the historical or case study lenses. 

    • Related sources:

      • Parikka, Jussi. "Viral Aesthetics." The Johns Hopkins Guide to Digital Media, Marie-Laure Ryan, et al., Johns Hopkins University Press, 1st edition, 2014. Credo Reference.

  • Channel and Platform Development

    • Can be analyzed through the conceptual, historical or case study lenses.

    • Possible example: “Will It Blend?” and the development of YouTube

    • Related sources:

      • Quesenberry, Keith A., and Michael K. Coolsen. “Drama Goes Viral: Effects of Story Development on Shares and Views of Online Advertising Videos.” Journal of Interactive Marketing, vol. 48, no. 1, May 2019, https://doi.org/10.1016/j.intmar.2019.05.001.

  • Quality/Spirit of Original Contents

    • Storyline development or “drama theory” (Quesenberry and Coolsen); 

    • (Valence or arousal) emotions that induce transmission (Berger et al.);

    • Information-intense or not;

    • Prominence of some characteristics (like brand placement);

    • Overall length (Tellis et al.). 

    • Can be analyzed through the conceptual or case study lenses

      • However, I think I can use induction methods to see overall patterns

    • Related sources:

      • Berger, Jonah, and Katherine L. Milkman. “What Makes Online Content Viral?” Journal of Marketing Research, vol. 49, no. 2, Apr. 2012, pp. 192–205. https://www.jstor.org/stable/23142844. 

      • Beyer, Kurt. “Pitching in a virtual world." UGBA C5, Dec. 2021, University of California, Berkeley. Class lecture.

      • Tellis, Gerard J., et al. “What Drives Virality (Sharing) of Online Digital Content? The Critical Role of Information, Emotion, and Brand Prominence.” Journal of Marketing, vol. 83, no. 4, Apr. 2019, pp. 1–20. https://doi.org/10.1177/0022242919841034. 

      • Quesenberry, Keith A., and Michael K. Coolsen. “Drama Goes Viral: Effects of Story Development on Shares and Views of Online Advertising Videos.” Journal of Interactive Marketing, vol. 48, no. 1, May 2019, https://doi.org/10.1016/j.intmar.2019.05.001.

[Fig. 6] Also available: my class notes on storytelling in marketing videos from UGBA C5 (Fall 2021). 

  • Pushing strategy

    • About budgets?

    • Can be analyzed via the conceptual and case study lenses. 

 

I think further research on how each factor affects virality needs to be in place first so that I can start to conclude or induce the relationships between different factors and relate them back to the “Möbius strip of virality.”

 

Some alternate complex questions also fitting the overall topic are: Why may something popular in one culture not be popular in other cultures? Why does some high-quality content on the internet never get popular (complexity of the spirit of consumers and behavioral changes)?

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