..objects or patterns able to replicate themselves orconvert other objects into copies of themselves when these objects are exposed to them;
Why?Viral marketing uses existing social networks in order toincrease ‘brand’ (or message) awarenessUsing sharable devices (memorable videos, images, articles)messages are enhanced by word of mouthCreating “co-conspirators”
CritiqueEthical consideration of stealth marketingTransparency of cause (you are NOT a proﬁt makingbusiness)Low level of sustainable engagementAbuse of social capital?
Directed Study Task (details on http:// mc539.posterous.com)
Further ReadingBell, D. (1973) The Coming of the Post-Industrial Society. Basic Books: NewYork.Castells, M. (2001) The Internet Galaxy: Reﬂections on the Internet, Businessand Society. Oxford University Press: Oxford.Granovetter, M. (1973). "The Strength of Weak Ties", American Journal ofSociology, Vol. 78, Issue 6, May 1973, pp. 1360-1380.Wellman, B. (2001) "Physical Place and Cyber Place," International Journal ofUrban and Regional Research.