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Viral video

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A viral video is a digital recording that achieves massive popularity through a process of rapid Internet sharing. This spread primarily occurs on video-sharing platforms like YouTube, through social media, and via email. To become truly viral, a video must align with specific social logics and cultural practices. These practices allow the content to be easily shared or spread across different online platforms. While some viral videos are serious or deeply emotional, many are designed for entertainment and comedy. This phenomenon transforms individual pieces of media into shared cultural experiences that can reach millions of people globally.

2012 Gangnam Style weekly views
2012 Gangnam Style weekly views

The mechanism of virality relies on a chain reaction of sharing and engagement. When a person views a video, they may share it with others, which increases the total number of views. This process often creates what is known as buzz. Buzz is the level of discussion and excitement a video creates both online and offline. As more people discuss the video, more people seek it out to watch. This creates a feedback loop where high levels of buzz lead to even higher view counts. Research from Carnegie Mellon University suggests that the popularity of the person sharing the video also matters. If a celebrity or a news channel shares a video, it increases the buzz and the likelihood of the video going viral.

2012 Gangnam Style cumulative views
2012 Gangnam Style cumulative views

There are different types of content that can trigger this viral process. Some videos are professional productions, such as the music video "Gangnam Style" from 2012. This video reached one billion views in just five months and held the title of most viewed video on YouTube until "Despacito" arrived in 2017. Other viral videos are eyewitness accounts of real-world events. For example, the "Battle at Kruger" was filmed by a tourist named Dave Budzinski during a safari. By August 2007, nearly 9.5 million people had watched this footage. There are also web-only productions and humorous clips, like the "Dancing Baby" or the "Numa Numa" video, which rely on entertainment value to spread.

2012 Gangnam Style weekly views
2012 Gangnam Style weekly views

Virality existed long before the modern Internet. In the past, videos were shared through word-of-mouth, film festivals, and VHS tapes. Some videos even spread through early cable television or during time gaps in programming. One early example is the 1936 film "Reefer Madness," which was circulated at college film festivals in the 1970s. Another famous instance involved a 1970 news report from Portland, Oregon, about a beached whale carcass being disposed of with dynamite. This event gained urban legend status and was shared via bulletin board systems in the 1990s. Even the 1996 "Seinfeld" episode "The Little Kicks" used the idea of a viral video, showing how a bootleg copy could make a dance famous across an entire city.

2012 Gangnam Style cumulative views
2012 Gangnam Style cumulative views

As technology evolved, the methods of distribution changed significantly. In the early 1990s, small animated GIFs were sent through email or via dial-up Internet access. In 1995, "The Spirit of Christmas" spread through VHS copies and was even found as a file on a Tiger Woods 99 PlayStation disc. By the mid-2000s, social media sites like Facebook and Twitter allowed users to share videos more easily. YouTube, created in 2005, revolutionized the process by hosting content directly. In 2015, YouTube introduced a "trending" tab. This feature uses an algorithm, which is a set of rules used by a computer, to highlight popular videos based on views, comments, and location.

2012 Gangnam Style weekly views
2012 Gangnam Style weekly views

Modern virality is heavily driven by short-form video platforms like TikTok and Instagram. TikTok, which rebranded from Musical.ly in 2018, uses a specific portrait format for its content. The platform uses algorithmic distribution systems to facilitate the rapid imitation and remixing of sounds and dances. This means users do not just watch a video; they participate in it by creating their own versions. Scholars note that this makes viral content a participatory cultural practice. Instead of just watching a single media artifact, users collectively shape the meaning of a trend through constant repetition and variation.

2012 Gangnam Style cumulative views
2012 Gangnam Style cumulative views

Measuring virality can be difficult because the standards change as technology improves. In the past, a video might be considered viral if it reached one million views. However, by 2011, some experts suggested a video needed more than five million views in a three-to-seven-day period to earn the title. The threshold for what is considered "viral" continues to rise as sharing becomes easier. Despite these changing numbers, the core of virality remains the same: the ability of a video to capture attention and move through a population via social connection.

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