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SUMMARY:Conversations sell: How dialogical judgements and goals underpin t
 he success of viral videos - Dominic Yeo (University of Cambridge)
DTSTART:20100521T120000Z
DTEND:20100521T130000Z
UID:TALK24044@talks.cam.ac.uk
CONTACT:15306
DESCRIPTION:Social media offer lay users an unprecedented\, potential shor
 tcut to widespread attention for their ideas and contents\, bypassing the 
 control of traditional media gatekeepers. Despite their growing influence\
 , little is known of the determinants and mechanisms in which user-generat
 ed contents spread ― or go viral. Undeterred by the uncertainty\, organi
 zations have been turning to user-generated media to generate buzz and see
 d viral messages about their products and services. But without understand
 ing the forces driving individuals to pass on viral contents or engage in 
 word-of-mouth communications about them\, explicit organizational efforts 
 to stimulate buzz through deliberate viral attempts run the risk of backfi
 ring. The speaker will explain an approach to explicate virality through u
 nderstanding how individuals make sense of a viral phenomenon\, and engage
  in interpersonal communication about it. He will also demonstrate that th
 e buzz over viral videos has more to do with individuals' motivation to cr
 eate conversations about them than what they actually contain. 
LOCATION:PPSIS Seminar Room (Free School Lane)
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