GoingViral
- 作者
- 出版社 Wiley
- 出版时间 2013年10月
- ISBN 9780745671291
- 定价 452.30
内容简介
Weliveinaworldwhereatweetcanbeinstantlyretweetedandreadbymillionsaroundtheworldinminutes,whereavideoforwardedtofriendscandestroyapoliticalcareerinhours,andwhereanunknownmanorwomancanbecomeaninternationalcelebrityovernight.Virality:individualscreateit,governmentsfearit,companieswoulddieforit.Sowhatisviralityandhowdoesitwork?Whydoesoneparticularvideogetmillionsofviewswhilehundredsofthousandsofothersgetonlyahandful?InGoingViral,NahonandHemsleyuncoverthefactorsthatmakethingsgoviralonline.Theyanalyzethecharacteristicsofnetworksthatshapevirality,includingthecrucialroleofgatekeeperswhocontroltheflowofinformationandconnectnetworkstooneanother.Theyalsoexploretheroleofhumanattention,showinghowphenomenalikewordofmouth,bandwagoneffects,homophilyandinterestnetworkshelptoexplainthepatternsofindividualbehaviorthatmakeviralevents.Drawingonawiderangeofexamples,fromtheJosephKonyvideotothetweetthatspreadthenewsthatOsamaBinLadenwasdead,fromthevideoofHomerSimpsonvotingintheUSelectionstothephotoofapoliceofficerpepper-sprayingstudentsattheUniversityofCaliforniaDavis,thispath-breakingaccountofviraleventswillbeessentialreadingforstudents,scholars,politicians,policymakers,executives,artists,musiciansandanyonewhowantstounderstandhowourworldtodayisbeingshapedbytheflowofinformationonline.
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