Common Sense & Hotline Bling

While media going viral seems like it may be a fairly new phenomenon, the fast and wide spreading of media has been occurring for hundreds of years. While the viral media may have undergone some technological upgrades in the past few centuries, it remains interesting to compare the ways that different media can obtain different reactions from the public, as we have learned how the decision to use a certain medium over another to convey a message can greatly affect the virality of that message. In class, we discussed two conceptual articulations of media modes of production that allow us to compare Thomas Paine's "Common Sense" pamphlet from the American Revolution in the 1770s, to the always meme-worthy Aubrey Drizzy Drake Graham and his new music video for his hit "Hotline Bling."

First, the ability of these two examples to go viral can be compared through the conceptual articulations that we discussed in lecture, the first of which focuses on the modes of communication, accumulation, and affect, while the second concerns the way that the medium and message are spread through culture and society, and the relationships between production, distribution, and culture.

Thomas Paine's "Common Sense" was a pamphlet he produced and distributed to convince the public to break free and gain independence from Britain. Paine decided to use a very simple format which could easily be spread among and heard by the public, whether readers reacted positively or negatively to Paine's message. The use of this pamphlet as a mode of communication allowed for it to be widespread, and the content discussed a topic that pulled at the emotional heartstrings and opinions of the public, highlighting the mode of affect. These two factors combined created the viral effect, that kept people talking about the pamphlets, leading to further distribution and an accumulation of both money and power. The use of accessible language within the pamphlet was also a key decision by Paine, as it removed any room for miscommunication or misunderstanding, and allowed everyone to have an opinion. In the 18th Century, these combined methods used by Thomas Paine were the perfect combination of media, message, and timing, which lead resulted in a recipe for viral success and the spread of his message across America.

Of course, there is no doubt that in the several hundred years since the distribution of Paine's pamphlet the idea of viral media has changed drastically, yet there are few who have a better hold on this viral world than hip-hop superstar Drake. While many big name celebrities celebrate their good moments but desperately try to avoid their bad or embarrassing ones, Drake seems to make everything he does, and everything people say about him, seem like it was on purpose, like he was in on the joke the whole time. This is perfectly exemplified in his new video for "Hotline Bling," which features Drake in a couple of different outfits doing cheesy dances with cellphones to his catchy new song. While celebrities rarely allow themselves to get caught looking goofy, Drake decided to give his audience 4 minutes of .GIF -worthy gold.

The public reception was certainly exactly what Drake was hoping for from the video. Within days, Instagram, Twitter, Vine, Facebook and the rest of the online world were flooded with "Hotline Bling" memes, some of which Drake even reposted himself. Halloween parties were filled with red jackets, washed out jeans and fake beards to replicate the look. Hotline Bling had gone completely viral. Drake effectively used his already massive social media following and Apple Music/YouTube as his mode of communication for his new single. He tapped into the emotions of his fans - and fans of jokes about Drake - by fully engulfing himself in the meme-culture that has surrounded his life for years, all for the accumulation of more money to add to his pile of riches.

In this video, Drake displayed his use of the articulations we discussed in class, but also his position in the industry as a tastemaker. Everything in the video from his dance moves to his outfit instantly become cool, or at the very least relevant, the second Drake is seen doing it. This is just another beneficial position for Drake to be in to continue building on his dominance of these modes of production.

So while the discussion regarding viral media is no longer the same as it would have been in the 18th century, we can see how those who dominate these media modes of production use similar techniques to end up in their socially and financially advantageous positions.