viral infamy

7/31/2019 Viral Infamy

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THE INTERNET: WHAT IT CAN DO FOR YOU

Be up to date with the latest news and info

Schooling, Research, Banking, Shopping andCommunication

Democratization of the Media


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DEMOCRATIZATION OF THE MEDIA

Allows people to:

Express themselves through various forms of media Share it to others

Motivations and purposes vary from one person to

another


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RECOGNITION IN THE INTERNET

P O S I T I V E S I D E

On one hand, theres

Attention

Praise

Financial Success

N E G A T I V E S I D E

But then theres also

Hatred

Flames

Death threats


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WHAT IS VIRAL INFAMY?

Ones piece of media is uploaded on the Internet

Viewed by a large audience

It becomes well-known because its HATED

Mostly seen in Social Networks and Multimedia Sites

Online users are vulnerable to this


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PROBLEMS WITH VIRAL INFAMY

Considered cyber-bullying or bullying in general

Confusion and Psychological trauma for the person

Can define that person in the eyes of the public

People can freely say anything bad about someoneonline


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RESEARCH OBJECTIVES

General Society: Their mentality; Why and how viral infamy

happens

Present

Causes of viral infamy

Processes

Development and Consequences

Serve as a future reference for research


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Unobtrusive Measures

Subjects of the studyare watched from afar

Videos posted online

Secondary Analysis

Documents,

Journals

Studies

Experiments done byother scientists

DESIGN OF THE STUDY


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Rebecca Black

Friday (2011)

STEP ONE: WATCH THE CASES


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Robert BlairCarabuena

For slapping an

MMDA officer

STEP ONE: WATCH THE CASES


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Facebook

Twitter

YouTube

Media Articles

STEP TWO: READ THE REVIEWS


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STEP THREE: RESEARCH

Collect Data and Research

Documents Journals

Previous experiments (Asch Conformity Experiment by

Solomon Asch)

Agenda Setting Theory

Relate research to the behavior of the general public


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WHY DOES VIRAL INFAMY HAPPEN?

Agenda Setting Theory

Tastemakers

Herd Mentality


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AGENDA SETTING THEORY

Media ability to define whats important; Influential power

Users generate media surrounding a particular onlinesubject

Attention = Viral Status = Prominence

Influences other audiences to see it as something importantas well

Know more about it; Make your own judgment


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HOW HATE MEDIA CAN SPREAD

Posting comments

Sharing videos from YouTube

Trending in Twitter

Facebook Likes and Shares

Television News


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TASTEMAKERS

Kevin Alocca, YouTube trend manager

Videos go viral because of tastemakers

Celebrities and journalists

Any person that people give authority to when it comes totrends

Tastemakers determine what kind of news is to be

shown


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HERD MENTALITY

A direct effect of the Agenda Setting Theory

Proven by the Asch Conformity Experiment

People do tend to use other peoples judgments as

evidence

Willingness to conform = Social Reward; Avoid SocialPunishment


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CONCLUSION OF THE STUDY

Viral Infamy can be explained by:

The Agenda Setting Theory (McCombs and Shaw) Tastemakers (Alloca)

Herd Mentality (Asch)

Infamy stems from reaction media


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CONCLUSION OF THE STUDY

Influential Net Users: The Tastemakers

People see the subject as important before seeing thevideo and judging it

Judgment may be negative; Some people merely conformto the majority


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Images taken from Google