Going Viral: 21st Century vs. 18th Century

“Going viral” is a term that became popular after the emergence of the Internet. A recent example is the picture of a dress that went viral on social media raising debates about whether it is blue and black or gold and white. However, there is also past examples from the 18th century of media texts that went viral such as the pamphlet “common sense” by Thomas Paine. Using the concept of “media mode of production”, I will analyze the two examples to identify the differences between virality in the 18th and the 21st centuries.     

Media modes of productions are created through two conceptual articulations. First, looking at these modes of productions as a way for people to communicate and interact with others to form common understanding of the world around them. In the example of “common sense”, Thomas Paine’s pamphlet was a way for him to communicate his view to the public and to illustrate the importance of immediate independence. On the other hand, the first post of the viral dress was a way for friends to communicate with each other and make a common understanding of whether the dress is blue or gold. Media modes of productions are also a way of making emotional connections with others and influencing them, which can make these realities become more powerful. The way Paine wrote pamphlet by using simple words and strong tone was meant to move the emotions of the readers and influence them. The text was successful in transforming the attitudes of the public. On the other hand, the frustration and the confusion around the color of the dress increased the debate around it making it spread instantly. Finally, media modes of productions are a way of acquiring fame, power, or making money. It was a way for printing stores to make money even thought they were not agreeing with the message of the pamphlet. The dress on the other hand created opportunity for Internet users to accumulate fame and popularity on social media by creating the hashtag or participating in it.     

Second, the process of production, circulation, consumption and reception of media messages helps in spreading media messages over time and space and determine their effect on society and culture. For Paine, having the ability to print his text in high volumes helped him to spread his message all over the United States. Republishing his text on other media forms and reading his text in public helped circulate his message. On the other hand, the fact that the post about the dress was first published on Tumbler made it easier for it to be shared on other social media platforms making it reach wider audiences in a short time. Participation of celebrities in the hashtag also helped to circulate the message making it go viral. In addition, social media consumption of the message was also a way of producing it, which made the message spread faster.

Finally, virality differs in terms of platform and social relations of power. The fact that the message of Paine was circulated using print make its reach and mobility limited to people on the united states. However, using social media made the message spread faster and wider making it a global phenomenon. In addition, the spread of Paine’s was motivated by money. The printers controlled the production circulation and distribution of the text. However, the spread of the picture of the dress was motivated by the desire for fame and wanting to be part of the Internet community. Therefore, Internet users were the ones controlling the production, circulation, and consumption of the message.