Here is a section from my paper to give you an idea of the theme:
The buzzwords viral marketing and viral advertising refer to marketing techniques that use pre-existing social networks to produce increases in brand awareness or to achieve other marketing objectives (such as product sales) through self-replicating viral processes, analogous to the spread of pathological and computer viruses. It can be word-of-mouth delivered or enhanced by the network effects of the Internet. Viral promotions may take the form of video clips, interactive Flash games, advergames, ebooks, brandable software, images, or even text messages. The goal of marketers interested in creating successful viral marketing programs is to identify individuals with high Social Networking Potential (SNP) and create Viral Messages that appeal to this segment of the population and have a high probability of being passed along. The success of viral marketing campaigns can be partially attributed to the use of hypermediacy to satisfy the publics need for immediacy in their media environment today. This paper will seek to establish a link between Bolten and Grusin’s remediated self and viral campaigns by investigating the marketing of Warner Brother’s The Dark Knight.
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Brandon,
ReplyDeleteYou have a wonderful project in the works. I can't wait to see how it all works out. In my review of your post I noticed two elements which I think note attention. The first of which is the comment that viral marketing techniques use pre-existing social networks. You may wish to clarify as the viral power comes from the ability to rapidly develop new networks. Secondly, you state a desire to establish a link between the concept of remediated self and viral campaign. That's a great topic for exploration. Overall, good work - I think you're onto something here!
Sounds good, Brandon. I look forward to seeing it.
ReplyDeleteI agree with Glen, that the idea of viral campaigns and the remediated self is a very interesting one. Do these campaigns get remediated as they interact with facebook, and then again as they interact with myspace. I feel that this is especially interesting in some viral campaigns where users are meant to create something. For example an essay contest, video contest, or a application where the user is meant to make an avatar of themselves. For example I saw online the other day an application made for the show Mad Men where you could do just this. You could then post it as your profile picture on facebook or show it to your friends. This is certainly a remediation of the self.
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