Why video goes viral?

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In past society--when the technology wasn’t developed as much as the current society-- it was so hard for people to be a star. The era before the technology development as 21 century, the ways to become famous were for example to be on television or be on the radio because it was one-way entertainment. Now it’s easier to find information online and even share the ideas on Social Network Sites instantly. Among these, the evolution of the web videos made especially possible for that anyone or any ideas can get famous immediately and easily. However, in this website called “Youtube”, there are over 48 hours of video uploaded every one second and only small part of these copious videos go viral. So, what is the common factors of some videos go viral? Mainly, three factors make the videos go viral; tastemakers, communities of participation and unexpectedness.

There is a video posted on Youtube by Bear Vasquez. This video was showing the rare natural phenomenon which is the double rainbow with exclamation of the Bear Vasquez. Suddenly, this video was shared world wide that this video has been viewed about 23 million times. Even though Bear Vasquez did not intend nor expected this video to be famous. As the graph shows, the fact that this video was posted few months ago before it got famous, which demonstrates the changes in popularity due to the tastemaker, Jimmy Kimmel. He introduced this video to the global citizens through the twitter. Since the tastemaker like Jimmy Kimmel introduces people to the new and interesting things and bring them to a larger audience, one negligible video went viral.

Another example associated with tastemakers is the fame of an amateur but ironically famous song called “Friday” by Rebecca Black. This v...

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...his funny idea and point which have seen more than five million times on Youtube. This way of approaching an idea hold for anything new that people do creatively.

All these factors; tastemakers, communities of participation, and unexpectedness brings to one big question, “What does this all mean?” The three factors are characteristics of a new kind of media and a new kind of culture where anyone has access and the audience defines the popularity. Even one of the famous star, Justin Bieber got his start on Youtube by sharing his artistic talent as a musician. No one has green-light the ideas from ones who share their opinion, talent, or creativity. Now our community feel some ownership in this shared pop culture. Also, these are not the characteristics of old media, and they are barely true of the media of today, but they will define the entertainment of the future.

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