How to Define ‘Viral’ for Media Studies?

IF 1.3 Q1 Social Sciences
Anastasia Denisova
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引用次数: 3

Abstract

In this editorial for WPCC’s ‘Viral Media’ issue the author asks whether the metaphor of viral media has held up well since it was coined. Considering the debate she suggests a clear distinction – notwithstanding the major role of technology – of viral media, when compared to biological viruses, which is the role of emotions in driving virality. This is what ‘distinguishes the biological “virus” from its psychologically driven communication counterpart’. ‘Viral’ is indeed an ‘imperfect term for rapid spread of information’ but viral media items still have the potential to deliver ‘progressive ideas’. This editorial notes how the contents of the issue plays host to a variety of fresh perspectives in its themes such as corrupted play, journalistic choice, viral politics, voice and nostalgia. It also notes, referring to the issue’s interview with Kishonna Gray, the dangers of platforms simply standing aside to allow toxic viral messaging and racism. It may be impossible to counter ‘morally ambivalent’ memes with regulatory or any other kind of ‘vaccines’ though it might, the author concludes, ‘be reasonable to limit the expanse of the viral flows and to question the algorithmic patterns of digital platforms’ even as memes’ popularity and resistance to total marketing control preserve their continuing (if somewhat tarnished) reputation as a ‘digital darling’.
如何定义媒体研究中的“病毒”?
在WPCC的“病毒式媒体”这期的社论中,作者提出了一个问题:自从病毒式媒体这个比喻被创造出来以来,它是否一直保持得很好?考虑到这场争论,她提出了一个明确的区别——尽管技术的主要作用——与生物病毒相比,病毒媒体是情感在推动病毒传播方面的作用。这就是“生物‘病毒’与其心理驱动的沟通对手的区别”。“病毒式传播”确实是“信息快速传播的不完美术语”,但病毒式传播的媒体项目仍然有可能传递“进步思想”。这篇社论指出,这期杂志的内容如何在其主题上提供了各种新鲜的视角,如腐败的游戏、新闻选择、病毒式政治、声音和怀旧。它还提到了对基肖娜·格雷(Kishonna Gray)的采访,指出平台只是袖手旁观,任由有毒的病毒式信息和种族主义传播的危险。用监管或任何其他类型的“疫苗”来对抗“道德矛盾”的模因可能是不可能的,尽管作者总结道,“限制病毒流的蔓延并质疑数字平台的算法模式是合理的”,即使模因的受欢迎程度和对全面营销控制的抵制保持了它们作为“数字宠儿”的持续声誉(如果有些玷污)。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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