Viral phenomenon | Solutional Webdesign Antwerpen

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A viral phenomenon is a term associated with a piece of content that becomes incredibly popular in a short period of time through online sharing. The concept was first proposed by Richard Dawkins in 1976 when he introduced the term ‘meme’ to describe how ideas spread. The phenomenon is likened to a virus due to its rapid and extensive spread across the internet^[3], impacting human behavior, societal trends, and even shaping public discourse^[2]. The content could take various forms, such as videos, images, or text and is primarily driven by social networks, platforms like YouTube^[4] and TikTok^[5], and user behaviors. It’s also significant in the marketing world as brands leverage it for exposure and reach. However, the rapid spread also poses ethical issues, including the spread of disinformation^[1] and privacy^[6] concerns.

Terms definitions

1. ↑ disinformation. Disinformation is a complex concept with roots tracing back to the Proto-Indo-European language family. It refers to the intentional spreading of false or misleading information, often for political or social influence. This phenomenon became widespread in the 1980s and has been a subject of extensive research to understand its origins, methods, and impacts. Disinformation is often used in deception campaigns on social media and is distinct from misinformation and malinformation. It's common in political arenas, where it can confuse citizens and discourage their engagement. Disinformation has global implications, being used by governments, NGOs, and businesses worldwide. It can undermine election security and create societal divisions. Various countermeasures have been initiated by organizations like NATO and the EU to address this issue. The study of disinformation also extends to ethical considerations and its role in warfare. Despite these efforts, disinformation remains a challenging issue due to its widespread prevalence and the difficulty in assessing its true impact.

2. ↑ discourse. Discourse, the primary subject of this text, is a term used in social sciences to describe formal discussions or debates on a specific topic. It encompasses the language expressions, conversations, and written texts that shape our understanding of societal structures. Discourse is deeply linked to power dynamics and plays a significant role in shaping reality. There are several theoretical frameworks that shed light on discourse, including modernism, structuralism, poststructuralism, and Foucault's discourse theory. Different types of discourse analysis, such as critical, conversation, and Foucauldian discourse analysis, help us understand communication patterns and societal structures. The study of discourse has wide applications across various fields including sociology, environmental policy, and cultural studies, and has profound implications on gendered discourses and societal norms. Renowned scholars like James P. Gee, Robert Stalnaker, and Peter Pagin have contributed significantly to discourse analysis. Discourse research is highly relevant in social sciences and informs our understanding of language, identity, and power structures.

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Glossary

Viral phenomenon (Wikipedia)

Viral phenomena or viral sensation are objects or patterns that are able to replicate themselves or convert other objects into copies of themselves when these objects are exposed to them. Analogous to the way in which viruses propagate, the term viral pertains to a video, image, or written content spreading to numerous online users within a short time period. This concept has become a common way to describe how thoughts, information, and trends move into and through a human population.

The popularity of viral media has been fueled by the rapid rise of social network sites, wherein audiences—who are metaphorically described as experiencing "infection" and "contamination"—play as passive carriers rather than an active role to 'spread' content, making such content "go viral". The term viral media differs from spreadable media as the latter refers to the potential of content to become viral. Memes are one known example of informational viral patterns.

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