Common Sense Vs. Hide Yo Kids

Through the introduction of new communication technologies, we are constantly being introduced to new platforms and communication outlets that change the way we share and promote information. As we constantly face the integration of new platforms, we witness a shift in the way society interacts with new messages. Though the concept of “going viral” may seem like a twenty first century phenomenon, we can see the historical meaning of viral messages in the analysis of Thomas Paine’s Common Sense. To understand the concept of going viral, it is important to look at the mode of production, or assemblage of messages in terms of their two conceptual articulations. To do so, I will compare Thomas Paine’s Common Sense, to the viral video of Antoine Dobson’s Hide Yo Kids.

            The first conceptual articulation focuses on analysing media modes of production in terms of its mode of communication, modes of affect, and its mode of accumulation. Common Sense, Thomas Paine’s powerful pamphlet, is a perfect example of something going viral in the 18^th century. This pamphlet was considered one of the most influential publications of the time through its mass popularity across the country. This pamphlet had all the rights qualities to fit into the first articulation of media modes of production. By creating this pamphlet Common Sense, Paine believed he could spread his message effectively across the country. The message promoted by Paine was clear and well received by the public. His ideas concerning the independence were well communicated through his medium of a pamphlet. Through the creation of an easily accessible pamphlet, the mode of affect was quickly realized as his message continued to spread and was being supported by many people. As this pamphlet circulated around the United States, its success transformed the collective attitude towards independence, opening up new areas of discussion.

After a home intruder was discovered in his home, Antoine Dobson took to the local news to share his experience. In the news report, he states:

“Well, obviously we have a RAPIST in Lincoln Park. He’s climbin’ in your windows, he’s snatchin’ your people up, tryin’ to rape ‘em. So y’all need to hide your kids, hide your wife, and hide your husband cause they’re rapin’ everybody out here.”

Who could have predicted the virility of this mans plea for safety? Following this news report, this story was circulated amongst a variety of comical websites. This story quickly became the subject of everyone’s attention and was turned into an Internet meme. Dobson’s message was clear in the fact that he was warning the public about a rapist in the area, advising the public to “hide yo kids, hide yo wives”. Through the strange choice of words, the Internet latched onto this meme and countless parody videos and remixes were created. On July 30^th 2010, the Gregory Brothers, released an auto-tune version of the news story and named it “Bed Intruder Song”. This song quickly took the virtual world by storm as it made its way to the top of the ITunes charts, as well as received over 114 million views on YouTube.

            The second articulation refers to the creation and production, distribution and circulation, and consumption and reception of media messages. Thomas Paine utilized a new method of spreading messages and ideas when creating his pamphlet Common Sense. As he chose a medium that was easily produced, the distribution and circulation was made simpler, resulting in the mass spread of his ideas. By creating a message that was easily understood, his ideas were accepted and well received by the general population leading it to mass popularity. 

            Hide Yo Kids, had almost no effort behind its creation. It was a standard news report that was manipulated and remixed for comedy. The success of this video meme was in part due to a “taste master”. As a popular YouTube channel created a remix auto-tune version of this message, it was easily shared and circulated amongst the Internet. Once these ”taste makers” created some buzz surrounding this video, its circulation was simple, all it would take is a click of a button.

            Thomas Paine’s Common Sense pamphlet’s success can perhaps be attributed to its unique and unexpected medium of circulation. Today, it is much harder to find unique ways of spreading a message. As viral videos are created and distributed everyday, it is difficult to stand out amongst the other messages being articulated. While in the 18^th century, all it took was a controversial message, and a unique and simple way of circulating that message, there are many more factors needed to create a viral message in the 21^st century.