Virality Then and Now: Common Sense and Alex From Target

The concept of “going viral” is familiar as sharing information allows for the production and distribution of information. It is important to distinguish virality in different centuries as methods of interaction and technologies have changed. The major difference in going viral from 18^th century Common Sense to 21^st century meme’s such as Alex from Target is the use of technology in producing and distributing information. In Going Viral, virality is discussed as a social process where information over a short period of time spreads, close and distant networks (Polity Press, 2013). This is evident in Paine’s Common Sense and online sensation ‘Alex from Target’ as they both went viral quickly in several places. Virality is measured by characteristics of sharing, speed, and reach in terms of distance and number of individuals exposed to media content.

Paine’s pamphlet, Common Sense, spread like wildfire selling a thousand copies in just a few days. During this time period technology such as the Internet was not accessible so sharing and distribution of content was done through physical means, recommendations and speech. In only 10 days Common Sense spread to other states and copies were being shared (Standage 141). After production improved, distribution and reach rose rapidly as 200,000 copies sold, making Paine a best selling author (Standage 143). The first articulation links to Common Sense as a message is received in the pamphlet which holds an important meaning that sparks ideas towards independence (mode of communication). The message within created responses as it changed attitudes of citizens on independence through its ability to provoke emotions resulting in more conversation (mode of affect). An accumulation of money and power resulted as Paine sold thousands of copies making him financially successful and gaining authority (mode of accumulation). The second articulation emphasizes virality in highlighting production, distribution and consumption. Common Sense was produced through print communication, distributed manually and eventually orally as circulation improved leading to consumption of the information presented which sparked individual’s interpretation through reception.

The world was introduced to social media phenomenon ‘Alex from Target’ in 2014. Alex gained international viral popularity when a customer tweeted a picture of him. The hashtag #AlexFromTarget trended worldwide in just hours with it being mentioned over 1 million times on Twitter alone (knowyourmeme.com). Alex’s charm quickly gained him 250,000 followers and fan images were created on social media accounts like Instagram and Tumblr. Articulation one links to ‘Alex from Target’ through the message received in the initial tweet by @auscalum emphasizing the charm of this employee (mode of communication). Immediately Alex mesmerized users of Twitter and Web 2.0 as he generated admiration and obsession among thousands (mode of affect). These emotions alongside virality led to Target’s brand success as this ‘famous’ employee was attributed with their company. Alex himself gained thousands of new followers and became an Internet sensation (Mode of accumulation). The second articulation is evidently different than Common Sense. Alex’s production was through Web 2.0 platform Twitter an online social media site. Distribution took place through the circulation of information via retweets, favourites and hashtags which led to consumption of the phenomenon where admiration was present and spin offs of the fad were created like ‘Frankie from Starbucks’.

In analyzing both one can easily distinguish differences of virality in the 18^th versus 21^st century. Virality today is seen to be easier through technology like the Internet allowing for rapid and easy sharing of information, whereas the 18^th century utilized print production, physical distribution and oral communication. What do you think about Alex's fame? He even ended up on The Ellen Show!