Going Viral
''Virality is what make societies click at the pulse of the Internet. It is at the heart of the new forms of commerce, culture, media, social movements, and politics. This pathbreaking book explains what it is, how it works technologically and socially, and draws out the implications of this process for social change. It is a major contribution to network theory and to the understanding of the network society.''Manuel Castells, University of Southern California''Ever wonder why a video, meme, or idea spreads like wildfire online? In 'Virality', Nahon and Hemsley examine the technology, social practices, and cultural conditions that enable media to go viral. This illuminating book gets beyond marketing hype to provide critical insights for understanding the powerful phenomenon of virality. This is a must-read for anyone trying to make sense of how information flows in a networked world.''Danah boyd, Microsoft Research''From Rosa Parks to Gangham style--a fascinating look at a defining phenomena of our age- virality, spreading, winner-take-all success. It is more than a fad-- Going Viral offers a compelling argument that viral processes are here to stay, and they are an essential feature of the online fabric.''Albert-László Barabási, Northeastern University