NYU Professor: The Meaning of 'Going Viral' Has Changed
An NYU professor and author argues that the concept of 'going viral' online needs updating. According to research, the nature of online virality has shifted from a shared cultural experience to a fragmented landscape.
Ruby Thelot, a professor at New York University (NYU) and author, suggests that the common understanding of what it means to 'go viral' online is outdated. Thelot's research indicates a significant shift in the nature of online virality, moving away from shared, monocultural events towards a more fragmented digital environment.
"Many of us have an outdated understanding of what it means to go viral online," Thelot stated. He contrasts the current digital landscape with earlier periods, such as the mid-2000s, when viral phenomena, like popular YouTube videos, often led to broader cultural recognition and shared discussion points. "In the teens, when you had someone go viral on YouTube, the natural progression was to go on Ellen," Thelot explained, referencing a time when singular content could reach a massive, unified audience.
However, the current online environment presents a different scenario. Thelot points to numerous emerging trends such as 'looksmaxxing,' 'frictionmaxxing,' and 'Catholicmaxxing' as examples of phenomena that spread rapidly but often remain within niche communities. These trends, while visible, may not foster the same sense of collective experience or shared reference points as viral events of the past.
Thelot's work focuses on how people genuinely interact with the internet and how online phenomena relate to offline life. His forthcoming book, "In Defense of Being Online," aims to offer a deeper insight into digital culture and its evolving trends, challenging the traditional notions of online fame and information dissemination.