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Printed at: 20/04/2014  –  14:18:58


Going Viral

By: Karine Nahon (University of Washington) and Jeff Hemsley (University of Washington)


Description

We live in a world where a tweet can be instantly retweeted and read by millions around the world in minutes, where a video forwarded to friends can destroy a political career in hours, and where an unknown man or woman can become an international celebrity overnight. Virality: individuals create it, governments fear it, companies would die for it.

So what is virality and how does it work? Why does one particular video get millions of views while hundreds of thousands of others get only a handful? In Going Viral, Nahon and Hemsley uncover the factors that make things go viral online. They analyze the characteristics of networks that shape virality, including the crucial role of gatekeepers who control the flow of information and connect networks to one another. They also explore the role of human attention, showing how phenomena like word of mouth, bandwagon effects, homophily and interest networks help to explain the patterns of individual behavior that make viral events.

Drawing on a wide range of examples, from the Joseph Kony video to the tweet that spread the news that Osama Bin Laden was dead, from the video of Homer Simpson voting in the US elections to the photo of a police officer pepper-spraying students at the University of California Davis, this path-breaking account of viral events will be essential reading for students, scholars, politicians, policymakers, executives, artists, musicians and anyone who wants to understand how our world today is being shaped by the flow of information online.

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Hardcover
Status
Available
Edition
First Edition
ISBN
9780745671284
ISBN10
0745671284
Publication Dates ROW:
Oct 2013
Publication Dates US:
Nov 2013
Publication Dates Aus & NZ:
Oct 2013


Format
219 x 145 mm
8.60 x 5.70 in
Pages
200 pages
Paperback
Status
Available
Edition
First Edition
ISBN
9780745671291
ISBN10
0745671292
Publication Dates ROW:
Oct 2013
Publication Dates US:
Nov 2013
Publication Dates Aus & NZ:
Oct 2013



Format
211 x 138 mm
8.30 x 5.40 in
Pages
200 pages
E-book
Status
Available
Edition
First Edition
ISBN
9780745675480
ISBN10
0745675484
Publication Dates ROW:
Dec 2013
Publication Dates US:
Dec 2013
Publication Dates Aus & NZ:
Dec 2013


Format
229 x 152 mm
9.02 x 5.98 in
Pages
200 pages

* Exam copies only available to lecturers for whom the book may be suitable as a course text.
Please note: Sales representation and distribution for Polity titles is provided by John Wiley and Sons Ltd.

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Reviews

''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

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Table of Contents

List of Figures

List of Tables

Acknowledgements

Prolog

Cover Art

1 Introduction: Virality of pets and presidents

2 What Virality is: I know it when I see it

3 What Makes Something Viral I: The control of networks through Gatekeeping

4 What Makes Something Viral II: What is everyone looking at?

5 What Makes Something Viral III: Caught in the Viral Net!

6 Networked changed societies

7 Afterlife

Bibliography

Notes

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Author Information

Karine Nahon is associate professor at the Information School, University of Washington, where she is also director of the Virality of Information (retroV) research group and former director of the Center for Information & Society.

Jeff Hemsley is a PhD candidate at the University of Washington.

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