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Going Viral, by Karine Nahon, Jeff Hemsley
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We live in a world where a tweet can be instantly retweeted and read by millions around the world in minutes, where a video forwarded to friends can destroy a political career in hours, and where an unknown man or woman can become an international celebrity overnight. Virality: individuals create it, governments fear it, companies would die for it.
So what is virality and how does it work? Why does one particular video get millions of views while hundreds of thousands of others get only a handful? In Going Viral, Nahon and Hemsley uncover the factors that make things go viral online. They analyze the characteristics of networks that shape virality, including the crucial role of gatekeepers who control the flow of information and connect networks to one another. They also explore the role of human attention, showing how phenomena like word of mouth, bandwagon effects, homophily and interest networks help to explain the patterns of individual behavior that make viral events.
Drawing on a wide range of examples, from the Joseph Kony video to the tweet that spread the news that Osama Bin Laden was dead, from the video of Homer Simpson voting in the US elections to the photo of a police officer pepper-spraying students at the University of California Davis, this path-breaking account of viral events will be essential reading for students, scholars, politicians, policymakers, executives, artists, musicians and anyone who wants to understand how our world today is being shaped by the flow of information online.
- Sales Rank: #552370 in Books
- Published on: 2013-11-25
- Original language: English
- Number of items: 1
- Dimensions: 8.30" h x .50" w x 5.50" l, .60 pounds
- Binding: Paperback
- 200 pages
Review
Going Viral has won the 2014 Best Book Award by ASIS&T (Association of Information Science and Technology), and was named an Outstanding Academic Title by Choice Magazine (Association of College and Research Libraries).
"This concise and insightful book targets a niche topic in the studies of digital media that is becoming increasingly relevant to the public. It considers many questions and successfully accomplishes what it sets out to do. Students of media, digital worlds, and information will not be disappointed."
LSE Review of Books
''Virality is what make societies click at the pulse of the Internet. It is at the heart of the new forms of commerce, culture, media, social movements, and politics. This pathbreaking book explains what it is, how it works technologically and socially, and draws out the implications of this process for social change. It is a major contribution to network theory and to the understanding of the network society.''
Manuel Castells, University of Southern California
''Ever wonder why a video, meme, or idea spreads like wildfire online? In 'Virality', Nahon and Hemsley examine the technology, social practices, and cultural conditions that enable media to go viral. This illuminating book gets beyond marketing hype to provide critical insights for understanding the powerful phenomenon of virality. This is a must-read for anyone trying to make sense of how information flows in a networked world.''
Danah Boyd, Microsoft Research
''From Rosa Parks to Gangham style--a fascinating look at a defining phenomena of our age- virality, spreading, winner-take-all success. It is more than a fad-- Going Viral offers a compelling argument that viral processes are here to stay, and they are an essential feature of the online fabric.''
Albert-László Barabási, Northeastern University
About the Author
Karine Nahon is associate professor at the Information School, University of Washington, where she is also director of the Virality of Information (retroV) research group and former director of the Center for Information & Society.
Jeff Hemsley is Assistant Professor in the School of Information Studies, Syracuse University, New York.
Most helpful customer reviews
4 of 4 people found the following review helpful.
A Masterpiece of Network Theory Popular Literature
By Arod Balissa
Writing about Network Theory for the layman is a tricky tak. Writing about an elusive and complex topic such as Virality is even more complex. "Going Viral" does so with a rare combination grace, precision and simpliciy. Instead of giving in to the glamour of spectacular events, guided by a hype of social networks in recent era, ultimately succumbing to a Teotological analysis of a real-life phenomon, Nahon & Hemsley offer an elegant sturctual approach for thinking about Virality. The book does not offer definitive answers or clear-cut, blakc & white presctiptions (the allure of "if you perform X, your video will be viral"), and that is exactly its greatest strength. Instead, the authors offer readers an opportunity to understand how viral events and items behave, how to identify & evaluate them, and offer insight as to their social meaning. Of course, the book does not aim to offer a complete and thorough social analysis - one may argue convincingly that this a lifetime task - but it does make a compelling social argument. The book definitely leaves the reader with taste for more, and I personally wish that there were more books that offer a structural analysis of social-network phenomenons. The book allows both the layman and informed readers to enjoy a journey to the depths of Virality, exploring its origins, providing a defintion, test-cases that are both up-to-date and robust enough to live-long. To be honest, this book is not perfect, and might be too much for those who wish to stay out of the academic realm. Indeed, although the book is highly accessible, it is academic in nature, and might not be suitable for every single person. However, its compelling arguments, rich world-view and its ability to address the zeitgeist and present the spirit of the time sure do make the reading worthwhile, even to those who are academia-averse. One more issue that impressed me the most about the book is its insistance on embedding popular culture in the theory. In short, a must read for those who wish to understand an integral part of social networks, those who are interested in new-media or just readers who look for a fascinating topic to devoure!
3 of 3 people found the following review helpful.
Could be catching
By Dr. Peter Davies
This is a good straightforward description of the phenomenon of the spread of viral ideas. It shows readers how it happens, and how it can go right or wrong. It doesn't show any of us how to get a viral hit- as the process is not fully controllable or predictable. It's more like a spark hitting kindling - bit the kindling is not together in one place- it's just spread across the world waiting to be pulled together by an item of current interest. There's not necessarily anything new about this- rumours have always spread by one means or another. What's new now is that the digital networks allow news and rumours to spread further, deeper and faster than ever before. This can be great if the news is good and accurate- but can be dreadful if the information is inaccurate, distorted and false. As Mark Twain put it, " 'A lie can travel half way around the world while the truth is putting on its shoes.' We are all at risk of digital dismemberment, whether as individuals or corporations or government agencies. The good here is increased accountability, the bad is a great fear of putting any thoughts down into a permanent format that could then be quoted back at us.
The key ideas of this book are easy to summarise. There is a "top down" information push and pull and a "bottom up" information push and pull. As Shakespeare puts it,"There is a tide in the affairs of men, Which taken at the flood, leads on to fortune." In getting something to go viral there needs to be good content- new information, a new take, something interesting, well presented, and an audience wanting to hear about it. The information finds its audience by means of dense local networks (sharing with people we know well) and then passes through "weak connections"- those we may know only slightly- who find the information remarkable in some way- and pass it onto their own networks. The pathway sees virality as passing through several dense networks linked by weak connectors. The weak connectors must find the information "remarkable"- that is it is worth saying something about- to their own dense network. In this process there are certain key nodes- gatekeepers- who decide whether to pass information on or not. In the digital world we are all both gatekeepers, and receivers. We send some stuff round to our friends- and leave other stuff unremarked. Some people have greater gatekeeping roles than others- but this can change depending on the context. We all have a certain amount of credibility in certain topics and limited credibility in others. People find stuff remarkable when it's interesting, comes from a (usually context specific) trustworthy source, and fits with their preconceptions. As always it's hard to get a new idea accepted- to some extent what spreads often catches and crystallises an existing atmosphere around a topic. To some extent the world has certain ideas that it wants to crystallise out into a viral form. Modern digital communications and networks make it easy for this to occur. In practical terms if you are producing content you want to produce good content and be well connected- and hope that friend of friend gatekeepers will find a piece of your content remarkable and spread it into their networks. What content producers can never be sure of is what of their productions will be found remarkable by others. Many blogs produce good content, that goes read by few for many years- and then suddenly one of their pieces catches someone's eye- and goes viral. The piece that gets noticed may well not be their best piece- but for some reason, at that time, it captures many people's attention.
Virality has some uses- it's a complex emergent phenomenon- and it can get a key idea, or some entertaining triviality, noticed. But human attention is finite, fast moving and fickle- it passes onto the next thing very quickly. A viral item can leave clouds of glory or a trail of devastation in its wake. It's a bit like Kipling's success and failure- "if you can treat those two impostors just the same" Life goes on after a viral episode. The world rarely changes much because of it. Basic underlying processes are only slightly modified, if at all. It's a bit like yesterday's news becoming today's fish and chip wrapping. As Macauley commented, "We know no spectacle so ridiculous as the British public in one of its periodical fits of morality" and to some extent viral episodes are similarly absurd. Yet they are also important events-and reflect shared meaning making- and any of us could get caught up in one of them.
This book is a good guide to the phenomenon, its mechanisms and its strengths and weaknesses. If you read it you will come away with a clear idea of the process, and how to play your part in either generating or mitigating a viral event. I can recommend it as a useful book for all those of us who work in, amongst and with digital content.
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2 of 2 people found the following review helpful.
A big like
By D. Geifman
Going Viral is a must read for anyone that is interested in network virality, meaning practically all of us who live a networked life. In this book, the authors offer a holistic and structured account of the phenomenon, its meaning, how it works, and its effects.
The book opens with a clear definition of network virality, what it is and what it is not. It continues by explaining what makes it tick by presenting a model that distinguishes between the role of the content, the agents and the context, and the role of the gatekeepers that exercise control over the information flows. The model further positions these two forces within the structure of the network. The book concludes by analyzing the effects of network virality on society and its institutions.
The book delivers an extensive body of relevant academic theory in a manner that is accessible to the casual reader. It does so by linking many examples of familiar and recent viral events and content to the theoretical account. The thorough reader can find some minor inaccuracies and inconsistencies but these, by no means, affect the positive experience with book.
I recommend the book as an enjoyable read for the academic reader as well as the general public.
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