Elements of a Design Theory of Nano-Viral Messages: A Case Study of #Solar Nanovirals
| Autor: | Flor, Nick |
|---|---|
| Rok vydání: | 2019 |
| Předmět: |
ComputingMethodologies_PATTERNRECOGNITION
bepress|Social and Behavioral Sciences ComputerApplications_COMPUTERSINOTHERSYSTEMS SocArXiv|Social and Behavioral Sciences bepress|Social and Behavioral Sciences|Science and Technology Studies SocArXiv|Social and Behavioral Sciences|Science and Technology Studies GeneralLiterature_MISCELLANEOUS |
| DOI: | 10.31235/osf.io/rwxkc |
| Popis: | Viral messages reach a large number of people at almost no cost. However, the majority of viral messages are based on shocking or entertaining content. Is it possible to make other kinds of content go viral, such as science and technology news? I use conceptual blending analysis to analyze five representative, very small messages about solar technology that went viral (nanovirals). I identify four distinct viral strategies that vary according to the number of belief systems used, and whether the viral message confirmed or contradicted central beliefs. Finally, I use information systems modeling to depict a common viral mechanism underlying the strategies. I conclude with a practical heuristic to guide the design of nanoviral messages. The key finding is that messages spread virally because they confirm core beliefs in an in-group’s shared belief system or they contradict core beliefs in an out-group’s shared belief system. |
| Databáze: | OpenAIRE |
| Externí odkaz: |
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