Conversations sell: How dialogical judgements and goals underpin the success of viral videos

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• Dominic Yeo (University of Cambridge)
• Friday 21 May 2010, 13:00-14:00
• PPSIS Seminar Room (Free School Lane).

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Social media offer lay users an unprecedented, potential shortcut to widespread attention for their ideas and contents, bypassing the control of traditional media gatekeepers. Despite their growing influence, little is known of the determinants and mechanisms in which user-generated contents spread ― or go viral. Undeterred by the uncertainty, organizations have been turning to user-generated media to generate buzz and seed viral messages about their products and services. But without understanding the forces driving individuals to pass on viral contents or engage in word-of-mouth communications about them, explicit organizational efforts to stimulate buzz through deliberate viral attempts run the risk of backfiring. The speaker will explain an approach to explicate virality through understanding how individuals make sense of a viral phenomenon, and engage in interpersonal communication about it. He will also demonstrate that the buzz over viral videos has more to do with individuals’ motivation to create conversations about them than what they actually contain.

This talk is part of the Social Psychology Seminar Series (SPSS) series.

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