Als Ice Ticket Challenge Research Paper

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It is considered that a rapid process of informatization of all areas of modern society is a characteristic feature of the XXI century. That is why it has led to the growing importance and development of social media that are the main source of different kinds of information. Today social media has become a necessary part of our culture as it significantly affects the mass consciousness. It becomes possible for anyone to express themselves and share different kinds of information through social networks. Moreover, they also play an essential role in the process of socialization of modern society. Despite a quite controversial opinion about the influence of social media on people, there is also an idea that it is the best way to spread useful …show more content…

It is considered that АLS Ice Bucket Challenge was launched by Pete Frаtes, a former professional baseball player at Boston College, who finished his career two years ago when he was diagnosed with amyоtrophic lateral sclerosis. ALS is a chronic progressive disease characterized by lesions of the central and peripheral motor neurons. It is the most common degenerative disease of the motor neurons. ALS is considered a prime example of systemic destruction of neurons and, perhaps, the most difficult of the degenerative diseases of the central nervous system ("U.S. DEPARTMENT OF HEALTH AND HUMAN SERVICES"). Due to the fact that it refers to the group of rare diseases, many people are not aware of its nature and further consequences for the health. Thus, in order to draw an attention to this problem, Pete Frаtes created a flashmob and described its rule on Facebook. The first participants of АLS Ice Bucket Challenge were Pete's teammates. Within a time, this flasmob was picked up by other users of social media and shared in the vastness of the Internet. However, Pete Frates did not even expect that his idea will receive such popularity in social networks around the …show more content…

Today marketing professionals are already exploring the phenomenon of popularity of this flashmob. According to Jonah Bеrger, the professor of marketing in the Wharton School of the University of Pennsylvania, the first success factor of ALS Ice Bucket Challenge lies in strong emotional reactions of people (Berger and Heyl). Everything what happens in this flasmobs surprising and unexpected. Moreover, sometimes participants experienced a real shock. According to the professor, such emotions accelerate the heart rate and blood circulation. As a result, it brings a person into a physiological state when he is ready to share the proven emotion with others (Berger and Heyl). In addition, a challenge is also a psychologically interesting point. The sense of satisfaction that people feel after passing ALS Ice Bucket Challenge as well as the sense of superiority that occurs to those who have not yet done the same thing, is transmitted to the

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