Virality: Hotline Bling Vs. Common Sense

With the advancement of technology comes the ability for the individual to do more. During the 18^th century, communication technology was very straightforward with print being one of the main channels. Now, communication technology has multiple channels with social media being a favourite. Social media creates the opportunity for virality to occur. As explained by Nahon and Helmsley, virality is a flow process of social information that reaches a vast audience beyond one’s own network, in a short period of time (2013). During the 18^th century, virality was illustrated through Thomas Paines’s pamphlet, “Common Sense”, which sparked an American Revolution. In the 21^st century, virality can be illustrated through Drake’s music video, “Hotline Bling”. Both of these examples of social media reached virality through distinct components of articulation and it is this feature that makes them unique.

The 18^th century viral trend of “Common Sense” incorporates the first articulation of social media modes of production. The document Thomas Paines created illustrates mode of communication, modes of effect and modes of accumulation. “Common Sense” was created with the intentions of Paines communicating his ideology of American Independence (Standage, 140). At first his ideology appeared extreme but eventually the document reached mode of affect. “Common Sense” was a document that expressed not only Paines’s emotions but it also defined the emotions and sensibilities of others. There became a common based feeling as people admitted they had been persuaded by Paines’ arguments right away (Standage 143). Eventually this social media reached mode of accumulation as power was obtained through the print. It had spread across all of the states and had sparked an American Revolution as it signaled and synchronized opinion, unifying all. Through the first articulation of social media, “Common Sense” became a viral hit.

The 21^st century viral hit “Hotline Bling” illustrates the second articulation as its main cause of virality. The second articulation of social medial modes of production focuses on the spread of culture through production, circulation/distribution and consumption/reception. “Common Sense” became viral overtime but “Hotline Bling” became an Internet sensation overnight and the reason why is because of technology. The 18^th century was limited to communication technology but with the use of the Internet during the 21^st century, the second articulation speeds the process of virality. Drake’s Hotline Bling incorporates Allocca’s three components for media content to go viral; Tastemakers, Communities of Participation, and Unexpectedness. Tastemakers formulate a view of the product and create multiple modes of production. In the case of Drake’s video, a certain clip of his dance moves were produced into a meme and then displayed on the Ellen DeGeneres Show. Ellen acts as a tastemaker as she creates a new audience for Hotline Bling. Once this occurs, the community participates and creates a circulation and distribution of the product. In the 18^th century, many could not recreate a remix of “Common Sense” because of its textile form, it being a pamphlet. With Hotline Bling being a digital media, individuals are capable of creating a remix of the video, a meme, and now become participants of spreading the viral product. Because Hotline Bling has the aspect of unexpectedness, the reception of its viewers is surprised and develops a new imagination. This causes the consumption of Hotline Bling to increase.

Between the two, my favourite social virality has to be the Hotline Bling video, who doesn’t love the memes of Drake playing basketball, tennis, or even making a pizza!?