Viral Communication Opportunities and Dangers

In today’s world, information distribution obviously no longer depends solely on classical media such as books, magazines, newspapers and even television. Through the internet, a wholly different, network-based form of communication has evolved, propelled by the enormous momentum of millions of active users across the globe: news spreads faster than light, gossip even more so, -infecting” the giant organism of all those individuals interconnected by a growing network. Naturally, various groups have discovered that this new force can be used, even directed to some extent. Advertisers and politicians alike have coined the term -viral marketing”, realizing that people want to rely on people instead of faceless news corporations or TV ads - web users tend to trust in their blogging and tweeting peers rather than a television commentator or the fake smile of a model in an ad. This course will explore the many varieties of viral communication, both the user-generated hypes and the attempts of professionals to create some -infection- of their own design. Topics will include user-driven communication through social networks such as Facebook, the structure and influence of the -blogosphere” as well as the new microblogging trend found in Twitter; more specialized varieties of viral communication will also be addressed, like political campaigning, advertisement through alternate reality games, and marketing tailored to the need of specific groups (e.g. gamers). Through micro-presentations, students will contribute specific case studies, relating them to the concepts and strategies of viral communication. (One example for a topical case study could be the multifaceted role of viral communication in connection with the -Love Parade- disaster.) Some experiments will be undertaken! Anglistik - Sprachpraxis Universität Siegen WiSe 2010/11 Ph.D. Waegner Cathy Ph.D