UNIVERSITA’ DI PISA
MASTER DEGREE COURSE IN SYSTEMS AND PROJECTS OF COMMUNICATION (CL. 101/S)
Viral and emotional spreadability: background and contemporary case studies
-ABSTRACT-Candidata: Kinzica Sorrenti Relatore: Luca Mori
Anno accademico 2010/2011
This paper proposes to investigate the typical forms of contemporaneous communication, analysing in detail the phenomenon of viral sharing, the use of video sharing and the fundamental role played by emotions.
Notwithstanding the direction taken by mass society, the need to regain possession of the entirety of values typical to archaic societies, those of ties, of authenticity and localism, is slowly re-emerging. Moreover, the emotive sphere is being rediscovered, even in science, as an inescapable part of human activity. Users are not merely passive subjects, and the attitudes about consumption and the experiences lived by individuals are extremely mutable. Non-conventional forms of communication supply tools that function because they respond to the renewed needs typical of micro-communities. One of the tools that has shown to be the most suitable to become viral is that of video sharing: the impressive growth of viewing video sharing sites, and the investigations of types of viral videos, demonstrate that the users prefer these contents, especially if they are of a professional kind, and even when they have been made and diffused by companies. The common denominator of viral videos seems to be: a maximum duration of two minutes; simple concepts; absence of words or creative use of spoken language (sarcastic or unusual); quality video; reminder of cinema language or a demonstration of extraordinary ability; strong use of emotions, even contrasting if well-balanced; an almost imperceptible presence of the brand, and finally, a strong sense of the active involvement of the user in completing the stories presented. It is necessary not to ignore the technical aspects that encourage diffusion on the web. The management has to insert viral videos within a larger, non traditional strategy that aims at creating (and maintaining) links to the users themselves. Users are stimulated and interested if their desire to participate is recognised in the definition of content. When consumers dedicate time to using the content created by companies, they also have to receive something in return in terms of emotion, fun, involvement. It becomes evident that in today’s society the most effective communication is authentic, concise, relevant, creative, but most of all emotional.
